Social Media Super Bowl – Overhyped & Underperformed
Read more at: TopRankBlog
Which advertisers took advantage of a customer base actively engaged in the big game to extend the conversation? Not too many.
In the much-hyped ads airing during the Super Bowl, big brands primarily went with small printed web addresses at the end of the commercials as a next step for viewers. They lacked direct calls to action and didn’t leverage the fact that many viewers are online while watching television. A well executed ad with a specific call to action to send a tweet with a particular branded tag would be a logical fit.
Rather than a passive mention of a Facebook fan page, companies should consider how a strategic promotion driving viewers to just released content might play. Social media marketing is an opportunity to identify and program directly to customer needs. More can be done with social media and over time more brands will become increasingly creative with integration in the ads. However, some brands are at least working to bring social marketing into the fold.