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!
FMCG Brands Tackle TwitterGame 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.
When it Comes to Posting Strategies, Sometimes Less is More
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.
Timing is Key on YouTube
The TakeawayThe 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.
What does it take to make an impact?
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