52 Fridays is an ongoing series for equestrian professionals and equine business owners and managers, with marketing and public relations stories, ideas, tips, and resources shared here each Friday.
The Super Bowl has become a worldwide cultural phenomenon, with the game-time commercials receiving nearly as much Monday morning quarterbacking and analysis as the game itself. Whether or not there’s a Budweiser Clydesdales commercial in sight, there are some new aspects to this year’s game that are interesting to consider when it comes to horsebiz marketing.
In 2012, for the first time ever the Super Bowl will be streamed live to a global audience via NFL Mobile on Verizon. They’re also embracing social media, anticipating that viewers and fans will have their mobile phones in hand (or at least nearby) to look up stats and to comment on the game via Facebook and Twitter.
Many advertisers are getting a jump on the Sunday advertising action by releasing their commercials early online; they’re planning to harness social media to turn the ads, and their brands, into worldwide trending topics on Sunday. This is a big change from years past, when the ads were often top-secret and the Super Bowl was the official unveiling.
The Super Bowl also takes a smart ‘there’s something for everyone’ approach with their promotional and lead-in content, such as this Events page at NFL.com that covers not only the ‘infamous’ halftime show, but also the Fan Jam concert, the NFL Experience interactive theme park, Super Bowl Media Day, and even stadium tours for fans to witness behind-the-scenes preparations.
If you want to follow the Super Bowl ads, this ABC News article lists the top five free apps to follow the game online; the one mentioned at the end, Scott Falbo’s A+ Super Bowl Commercials, is an app that collects the links of Super Bowl commercials uploaded to YouTube.
So what does this mean for the horsebiz? Here are some mainstream trends from this year to watch and consider for future equine industry events and applications:
- Live interaction during events with social media such as Twitter and Facebook
- Building anticipation and buzz prior to an event through strategic ‘leaking’ of content such as video
- Covering different aspects of an event in ways that are geared to preferences of various demographic segments or audiences – inclusion rather than exclusion
Whether you actually watch the game or you spend the time out in the barn, if you’re responsible for marketing and promotion it makes sense to look at the strategic moves of the big players with the deep advertising pockets.
For more on Super Bowl advertising, here’s another article about Horsebiz Marketing, The Super Bowl Way.
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