Before the Big Game I was tweeting that it’s the Oscars for Advertising. Even more so in the Age of Social Media Madness, this one Sunday brings out marketing’s biggest and brightest.
Ad Watching, Spectator Sport
Everyone has their favorites, lists of the best and worst of the nights ads, what when right and what went wrong.
- Budweiser goes big with classic sentiment, edges Tide with baby Clydesdale Hope in USA Today’s Ad Meter.
- Audi makes a prom date, NFP drafts Leon Sandcastle while GoDaddy fails Branding 101.
- Loved the fun “Seniors” spot, but Taco Bell did fumble on the social side. Had the team had a better grasp of ‘social’ and been ready for fan engagement on Twitter, Facebook, coulda been much more for the brand.
You have to make the most of that $4 million ad buy when you’re going after a Big Game spot. It’s a linchpin of your entire marketing, promotion, branding, hell communications plan. It’s cornerstone – you can’t ‘set and forget’ anything, can’t silo it as ‘advertising’ or treat social and PR as afterthoughts.
Granted they had one ad that aired, but it was a Tweet Heard ‘Round the World that got everyone talking about Oreo. It’s 2013 and it’s all about real time, about planning and being ready for anything. They had the war room staffed, leadership ready to make decisions – that is how Oreo pulled off Twitter Marketing Gold during the power outage.
Think Smart, Not Small
Most companies can’t dream of a Big Sunday spot but they sure as hell can learn from the big dogs.
Power fail aside, this huge event all came together. Why? Preparation. Watch any of the behind the scenes specials, you’ll see an army of folks working their asses off. Next year’s game and next year’s ads – yeah, they’re already on that.
Planning is my schtick lately – mostly because it’s impossible to do good work for companies that don’t, brands that confuse tactics with strategy, leaders who think you can just wing it. You’re leading your business, so lead.
Is it an event? A major email marketing program, linked to CRM? Are you stepping up your social and inbound? Major media push, integrating paid and earned media? You’re putting all your eggs and budget in that basket – have you talked to HR, are employees all on message? Made sure the call center is ready? How good are your servers, ready to handle up-spike in traffic? If you’re splashing social icons and hashtags on everything you share, are human people on the other end of the line?!
If you don’t know the answers to those questions and gazillion more, then your webinar will be a total flop. If you didn’t already bring in Marketing and PR, HR and Social, R&D and Finance all in the same room six months ago to strategize Your Big Game, then let me tell you the score: You Lose.
What is YOUR Super Bowl? And more importantly, are you READY for it?