Monday, February 2, 2009

Superbowl Ads Strike Chord In Social Media Outlets, Yet Miss The Mark

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

Watching the Superbowl was a very social experience this year - even if you were sitting at home on your couch. As Twitter, Facebook, and other social media outlets explode in popularity the potential for advertisers to leverage these tools increases exponentially. Unfortunately, many companies missed the boat completely.

Why, for example, did not one single Superbowl advertiser opt to plant a Twitter address or other social media seed in their advertisements? Watching Twitter trends in real time showed a huge spike in brand names like Teleflora, Hyundai, and Pepsi immediately following commercial airtime, yet just as quickly faded away.

I'm keeping this one short and sweet - and the point is simple: companies need to be leveraging social media outlets in combination with traditional advertising to create a multiplying effect; adding longevity and sustainability long after the big game has ended.


> Interview: Joshua Karp, Founder and Publisher: The Printed Blog

> Toyota Why Not? Proves Unwieldy, Overly Complicated

> Book Review: The Nature of Marketing: Marketing to the Swarm as well as the Herd by Chuck Brymer

blog comments powered by Disqus