It was recorded that last year's Super Bowl was the most tweeted about Super Bowl ever, with approximately 24.1 million tweets, as well as Twitter being the most popular platform used in marketing purposes. The most tweeted about occurrence during last year's Super Bowl was not a big play or a commercial, but the blackout, which garnered 231,500 tweets per minute.
Marketers have taken notice to the popularity of social media throughout the years, but have paid special attention to it during popular sporting and pop culture events. It was no different when the blackout occurred when Oreo took to real-time marketing practices with their brilliant ad they posted to Twitter highlighting how you can still dunk in the dark.
Forbes took a behind-the-scenes look at Oreo's marketing move where VP of Cookies at Mondelez International Lisa Mann acknowledged that while you cannot anticipate these types of events, they had a marketing team ready for real-time marketing opportunities. “Because everyone was together, they had everyone in place to jump on a real-time marketing opportunity, which was, how would Oreo see the blackout? And Oreo saw the blackout as an opportunity to dunk in the dark.”
So what will these year's buzz about the Super Bowl be on Social Media?
Join in on a live Twitter chat during the Super Bowl to discuss the marketing efforts surrounding the event. The Twitter chat will utilize the hashtag (#sbmktg101) and be moderated by Chris Lovett (@burghdaddy), Professor of Marketing at Point Park University. Other contributors to the chat include:
- Christina Morgan (@christinamorgan), Professor of Communications/Social Media at Point Park University
- Deanna Ferrari Tomaselli (@dferrari), Social Media Manager at Rue 21
- Bridget Kelly (@STRBUK1), Copywriter at Publicis
- Doug Strahler (@profstrahler), Professor of Communication at Slippery Rock University
The goal of this Twitter chat is to discuss the advertising and marketing efforts in real-time. Topics of focus will center on the 7 M’s of Marketing (Discussed later in the course):
- Market (Target Audience)
- Message Content
- Mission (Strategy Behind Campaign)
- Message Design (Creative Solution)
- Media Strategy (Including Social)
- Money (Investment)
This is a conversation that will evolve in real-time. Chris Lovett will moderate and ask questions using the hashtag, and number the questions, with respondents providing answers using the same hashtag. After the game, we will ask you to pick a winner and a loser. What was your favorite brand during the super bowl? What brands used social media to back their advertising efforts during the game? What brands took advantage of social media even though they did not run a spot during the game.