Every year sponsors eagerly prepare their marketing campaigns for the biggest American football event of the year. Big game advertisers have masterfully used social media in tandem with their television commercials, using their content to prolong hype and raise awareness. To find out who won the Social Bowl - we compared engagement from official FMCG and Auto sponsors to see which brands took home the trophy!
While some watch for the game, others stay tuned for the commercials. The sporting championship has become a cultural phenomenon, which adds pressure to competing brands. When it comes to content, FMCG and Auto brands are the most active, frequently using the power of social media to transform their short fame on television into viral success.
Game advertisers are using key social media metrics, to measure the impact of their campaigns. We can see that FMCG brands dominated on Twitter in terms of interactions, audience growth, and number of mentions during the week of the event. This is a huge contrast to Auto sponsors.
Auto brands consistently gained more followers throughout the entire year. However, as the big game approached, FMCG brands were able to take the lead, surpassing Auto brands in follower growth for the first time.
The quality of your content can make all the difference. For example, Audi game sponsor only Tweeted twice, yet they received nearly 4,300 total interactions. Compare this with other Auto brands who received less interactions though they Tweeted 5x more during the big game.
Audi’s most engaging post on Twitter captivated their audience through the use of emotion. The video cleverly associates their 205 Audi R8 launch to the golden time of American space exploration, accompanied by David Bowie’s Starman Ballad.
Coca-Cola was the all-star brand for the FMCG industry on Twitter, garnering nearly 5,000 interactions for each of their 10 Tweets during the game. While Doritos ultimately took home the prize, earning 1,609 interactions per Tweet, they published 7x more! This further illustrates the importance of publishing meaningful content – forget about quantity, it’s all about substance.
Game sponsors understand that each social media platform has different strengths. As a result, they were able to effectively adapt their strategy accordingly, to prolong their moment in the spotlight.
While Twitter content was dedicated to the actual game day, advertisers used YouTube to raise awareness – publishing campaign teasers weeks before the match. In fact, all of the top ten videos were published before the game. Advertisers cleverly released the majority of their campaign videos as interest grew, which was a perfect way to reel in viewers and promote their upcoming TV spot. When it comes to content, FMCG brands were able to get more views out of their YouTube videos compared to Auto brands.
The key to social media success – is to develop a unique strategy for your different channels. When it comes to real-time publishing, Twitter shines. Advertisers Tweeted during the game and experienced the triumphs and defeats with their audience. YouTube on the other hand was used as a promotional tool to help spark social media awareness, bringing more fans to the television screen.
FMCG brands mastered the art of game advertising and stole the show away from Auto brands. This was likely because audiences were able to relate to their products more, especially since they were munching on these goodies before, during, and after the game. This gave the FMCG industry a clear advantage because their products are a tasty fit for the biggest American sporting event of the year.
Understand your audience, create more effective content to engage and grow your customer base, and measure social media’s impact on your business goals.