When the lights went out at last year’s Super Bowl in New Orleans, the expectations for brands on social media were forever changed. Oreo quickly tweeted a picture with the text “Power out? No Problem.” The tweet went viral and became the marketing story of the event. Now, in 2014, expectations were high. Did brands live up to the bar set by Oreo? Here are a few highlights from this year’s Super Bowl.
The frozen pizza company, DiGiorno, cooked up a witty tweet referencing the Denver Broncos’ smack down of the Seattle Seahawks. Up 22-0 at the half, the Seahawks showed no signs of letting up, and DiGiorno decided to capitalize on the apparent early victory: “YO, THIS GAME IS LIKE A DIGIORNO PIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES,” said DiGiorno. The tweet generated over 17,000 retweets.
Buffalo Wild Wings
The popular sports bar also played off the lopsided score, referencing a previous commercial where the company hit a button and impacted the outcome of a football game by turning on the sprinklers. However, with this tweet, they admitted they had no control over the blowout occurring on the field. It generated over 30,000 retweets.
Instead of spending millions on an actual Super Bowl commercial, this ale maker decided to let people know what they would have made if they had a commercial. This creative idea saved them money, but also got their ideas out in the public. During the game, Newcastle took it one step further and explained how they would have done other brands’ commercials if they were in charge. They even recreated a few of them, storyboard-style. Check out Newcastle’s alternative versions of popular commercials on their YouTube page.
In a shrewd maneuver, Esurance decided not to advertise during the actual game, instead opting for a cheaper spot right after the game concluded. The money they saved was used in a giveaway, which promised $1.5 million to one lucky winner who tweeted the hashtag #EsuranceSave30. Within seconds, the hashtag flooded newsfeeds everywhere. The original tweet generated nearly 15,000 retweets and all kinds of invaluable buzz.
Some may consider this a win, some may consider this a fail, but by the next day, people were certainly talking about two tweets from JC Penney’s account. The tweets were riddled with typos, and prompted many people to assume the account was hacked or taken over by someone with less-than-perfect judgment. The tweets, however, remained up, which only increased the buzz. J.C. Penney eventually fessed up, claiming they were using mittens to type the tweets. Several other brands including Coors Light, Snickers, Doritos and Kia jumped on the bandwagon with some witty remarks.
These are all well and good, but did any of these social media interactions convince you to buy a product? Are brands going too far to get something trending? Let us know in the comments!
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