Twitter Marketing for the Super Bowl
Twitter marketing will be a major part of Super Bowl ads this weekend.
Twitter has been growing in popularity for brands for quite a while now. More and more, we see Twitter marketing incorporated into television ads or TV programs with custom hashtags added to the bottom of a television screen. Well, it looks like this trend in Twitter marketing is catching on, and that is clear with Twitter’s key role in this year’s Super Bowl.
According to a report on CNBC, roughly fifty percent of this year’s Super Bowl ads will feature a hashtag, incorporating Twitter marketing and customer engagement into a multi-million dollar TV spot. Considering there were only a few hashtags last year, and only one two years ago, that’s pretty impressive. Furthermore, when you take into account the fact that brands are paying upwards of $3 million (much more in some cases) for a few seconds of TV space during the most-watched TV event of the year, it is no wonder they are trying to keep the engagement going with a hashtag. This invites viewers to reach out to the brand after the commercial has aired, and once a dialogue is opened, the possibilities are virtually endless.
Audi is a prime example of the integration of Twitter marketing. Below is the video for their Super Bowl spot this year (for which they spent roughly $4 million!) which features the hashtag #BraveryWins at the very end:
What’s more, Twitter is expecting this to be one of the most active periods they have ever experienced. The number of tweets is expected to be in the thousands…per second! This is not surprising considering some of the statistics revealed in the NM Incite and Nielsen study conducted in 2012. Below are a few of the astounding findings from the study with regards to Twitter marketing as it relates to television:
- 41% of tablet owners and 38% of smartphone owners use their device daily while in front of their TV screen.
- During June 2012, a third of active Twitter users tweeted about TV-related content, an increase of 27 percent from the beginning of the year.
- Nearly a quarter of people aged 18-34 use social media to comment on what they like/dislike about a storyline while watching TV.
- Adults aged 35-44 are the most likely to discuss television programming with their social connections.
- 23% of mobile users and 35% of tablet users have looked up information related to the TV program being watched.
With numbers like that, it is not hard to understand why brands are turning to Twitter when it comes to second-phase marketing in this year’s Super Bowl.
How do you interpret this major change in Super Bowl and Twitter marketing? Tell us in the comments below or on Twitter!