The Pre-Super Bowl, Super Bowl Ad: Creating Engagement through Social Shopper Media
Last year over 111 million viewers gathered together with friends and family to watch the Super Bowl. Football fan, or not, Super Bowl watch parties have become a ritual in many American homes.
Like the various dips that will be served, each Super Bowl party will be as different as the people who prepare for them. Some party plans start the second after a team clenches it’s NFC or AFC title, while others are thrown together hours before kickoff. As a brand or retailer, the goal is to reach consumers along the path-to-purchase, which now includes social media.
The rise of social media creates challenges for Super Bowl advertisers. It is not all about the TV spot, anymore. Marketers must have a social content marketing strategy to reach the “connected consumer”.
A well-planned social campaign allows brands to tailor their message to reach a specific shopper and truly engage with them. Walgreens, for example, will focus on the last-minute Super Bowl shopper with its Collective Bias social shopper media program kicking off this week. Social content produced by Walgreens’ brand advocates will position the retailer as the one-stop, easy and convenient shop for all things football. Social Fabric bloggers will bring the deals to life with their own parties for the Big Game.
Brands and retailers can leverage social media to better reach their target market and affect their pre-Super Bowl shopping experience, turning brand awareness into brand loyalty, and possibly altering the way their target consumer shops. As entertaining as they are, there is one thing that a television Super Bowl ad will never provide your customer. Engagement.