Super Bowl 2013 & Social Media Marketing

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A lecture I gave to students in my "Cultures of New Media" class the morning after the Super Bowl, Feb. 4, 2013.

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Super Bowl 2013 & Social Media Marketing

  1. 1. COMM 340SUPERBOWL 2013 & SOCIAL MEDIAANNENBERG SCHOOL OF COMMUNICATION, USC Prof. Kathi Inman Berens Spring 2013
  2. 2. Facebook: “We Are the 1-Stop Shop”2   Let’s test the hypothesis in biggest ad spend of year.   FB Disintermediation = “cut out the middle man” http://en.wikipedia.org/wiki/Disintermediation http://kathiiberens.com
  3. 3. Surprise!3 http://kathiiberens.com
  4. 4. Twitter, not FB, the platform of immediacy4 http://kathiiberens.com
  5. 5. @SuperBowlLights5 4 Mins. Later http://kathiiberens.com
  6. 6. 8 hrs later, down to 342 Followers6 http://kathiiberens.com
  7. 7. Meanwhile, over at FB7 http://kathiiberens.com
  8. 8. Well, OK. On FB, Lotsa Beyoncé ♥8 http://kathiiberens.com
  9. 9. What FB Didn’t Do9 http://kathiiberens.com
  10. 10. Ad Age: 4 Brands Capitalize on Blackout10   Show this page & discuss:   http://adage.com/article/special-report-super- bowl/marketers-jump-super-bowl-blackout-twitter/ 239575/   See highlighted passages at end (in KIB Diigo)   Analyze #s of RTs for the 4 brands: what’s sharable & why? http://kathiiberens.com
  11. 11. Oreo = Winning11 http://kathiiberens.com
  12. 12. When I searched SuperBowl on FB….12 Wha?“Friends” works only if yr friends care about SuperBowl. http://kathiiberens.com
  13. 13. How the database served my “Friend” SuperBowl content13 http://kathiiberens.com
  14. 14. Premier Paid Interactivity: Coke14   http://adage.com/article/cmo-strategy/scenes- coca-cola-s-super-bowl-2013-ad-plans/239568/   Review article, then watch this & discuss   http://www.cokechase.com/index.html   Key ideas: 1) Coke trying to move ppl fr TV to second screen & continued interactivity; 2) Coke building a “library” of IRT moments, but …. [next slide] http://kathiiberens.com
  15. 15. Nothing Beats Quick Reaction IRT15 http://kathiiberens.com
  16. 16. IRT can work against a brand, too16 Though some students said GoDaddy notoriety achieved goal of Shareworthiness. http://kathiiberens.com
  17. 17. Go Daddy17   http://www.huffingtonpost.com/2013/02/03/ godaddy-super-ad-video-2013_n_2612484.html http://kathiiberens.com
  18. 18. Persistent Question18 What is the value of a “Like”? http://kathiiberens.com
  19. 19. What is the damage (and duration) of a FAIL?19 .0005% of Fans. Spam http://kathiiberens.com
  20. 20. A Day Later, #NotBuyingIt Still Actively Criticizing Brands Deemed Sexist20 http://kathiiberens.com
  21. 21. 5 Conclusions21   Super Bowl ad spends reflect televisual habits, not “second screen” IRT participation. Best #sb47 marketing was the most relevant & authentic: Oreo, Tide, VW, Audi’s reactions to Superdome Blackout. http://kathiiberens.com
  22. 22. 5 Conclusions22   Countervening FB’s claim of ubiquity: platform affordances are unique & non-trivial. We don’t live on any one site.   2nd-screen merits IRT strat & “social media listening.” This is not the same as Coke’s prepping canned produced content ready to launch at a unique IRL scenario. http://kathiiberens.com
  23. 23. 5 Conclusions23   Oreo “war room” win: F2F& synchronous is still fastest for corp decision-making. http://kathiiberens.com
  24. 24. 5 Conclusions24   Push back can be instantaneous, then linger & build momentum. http://kathiiberens.com

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