Super Bowl Sunday is upon us, and this weekend more of us than not will be watching the big game.
And as anyone but an NFL newbie would know, this is about more than the game: It’s about parties, ono food spreads, family and friends getting together, a star-studded halftime show, and of course: the commercials!
Buyers, vendors, and marketers will all be paying even closer attention during breaks in the action to see which companies come up with the catchiest, wittiest, most viral commercial spots. There’s more sashimi on the table? Oh, that’s nice, I’ll get it when the game comes back on: Right now, the Bud Light commercial is about to come on!
Marketers will be wondering: Should we still be spending so much money on a seemingly untargeted and an untrackable event? Should we replace it with a ramped-up digital program? Or is doing both the right course of action?
There’s more content to consume online on special sporting event days, and there are more people watching those special events on TV. Not every business can be a big spender to buy airtime during the Super Bowl, and so focusing on digital reach can be a way to leverage some of that game-day excitement. Recognizing that many people will be watching the game away from their computer desks, businesses should gear their digital outreach even more to mobile platforms: Think short video clips, brief messaging, and if you’re able, finding ways to weave in the zeitgeist of the game itself into your business messaging.