Who knew the Super Bowl had so much power? How the Super Bowl is changing advertising

When I Pee

Perhaps, everyone isn’t like me. To most, the Super Bowl usually means beer, greasy food, competition, football (obviously) and lots of screaming. I guess I’m the same in some respects. But, to me, the only thing the Super Bowl is good for is the commercials.

I pee during the game and come back screaming if I’ve missed a commercial or two.

However, those who live in the advertising/marketing world pray for fans like me. And, they’re hoping for more of them.

What’s New?

This year, more than ever before, advertisers are promoting their ads in the social media space.

Every year people like me eagerly wait for Super Bowl ads to arrive, but this year, I don’t need to wait until that special Sunday to come.

It’s already on the Web.

Several companies are “pre-releasing” their ads in order to begin early hype about them. In an ESPN article, “Super Bowl ads taking the viral path,” Audi CMO Scott Keogh said:

“We wanted to get the buzz going, and I think the way we look at it now is we want to put our flag on top of Everest first. You want people talking about your ad coming into the Super Bowl and then boom!”

Audi’s not the only brand to put a teaser ad online. Volkswagen has received plenty of attention since Jan. 18 when the car maker revealed its teaser for “The Bark Side.” The Bark Side is the follow-up to last year’s big hit “The Force.” Both releases have experienced millions of hits on YouTube, but that’s not the only social media outlet advertisers are targeting.

Super Bowl’s influence on Social Media

Taken from CokePolarBowl

Already brands see an increase in their “likes” on Facebook because of the ad previews. Other companies are trying to get in on the Super Bowl ad action by promoting special hashtags that relate to the ads. These hashtags will allow fans to follow what the company is doing on Sunday and to further promote the company on people’s personal Twitter accounts.

From Mashable.com

Coca-Cola, for instance, is doing just that through not only Twitter but by creating a special site featuring its now-famous polar bears.

Two sets of bears will be created – one rooting for the Patriots and one for the Giants – and will react to the game in real time, according on a Washington Post article.

Companies will attempt to use this “new” social media interaction to further interact with the expected 111 million Super Bowl viewers.

However, will these pre-releasing and hashtag-using trends really have an impact? As the cliché goes, only time will tell.

Super Bowl Ads After Effect

Will this become the new standard? Will companies release those once-coveted Super Bowl ads early? Will the hype really achieve more than it had in the past? I’m not quite sure. It might be a gain for one company but a hard pitfall for another.

Will I be tweeting on Super Bowl Sunday? It’s a new possibility. Before this post I probably would say no, but now I’m dying to get in on the marketing madness. Who knew I’d end up doing more than just rooting for the team with the prettiest colors?

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