As it’s Super Bowl weekend we pull a bit of razzle-dazzle from our playbook and offer you two brand communicators who are heavily involved in activities around the big game. Each offers trends and their brand’s reactions to them in the form of Super Bowl communications and campaigns.
Uncertainty could be one of the handmaidens of crisis. So you can imagine the mood in Washington, D.C., as a new administration transitions into the White House. Presidential transitions often are bumpy, even when the new administration is from the incumbent’s party (think the balky path from the Reagan White House to the Bush team in 1989). The phones of brand communicators and PR firms alike are ringing a lot at the moment. Many of the calls are about crisis or potential crisis. As such, we asked communicators who will be speaking at PR News’ Crisis Management Boot Camp in Huntington Beach later this month for best practices to prepare for and react to crisis.
With budgets renewed and a still-fresh calendar, this is the time of year many PR pros renew their interest in evaluating past performance and planning for future success. In response, PR measurement, evaluation and research become increasingly important. As research takes shape, whether you are implementing a new program or rethinking existing approaches, communicators work with research partners to create structured, tailored plans to meet objectives and beat expectations of internal stakeholders. Below are questions your research partner should be asking.
By now you know the score, but the real Super Bowl stakes were social. Shareablee data below shows brands with the most consumer engagement for the 2016 Super Bowl. Pepsi might reign this time. Talkwalker’s image-recognition software eyed 40K Super Bowl-related posts last week and told us consumers saw Pepsi’s logo more than that of any other brand by far.
Is anybody paying attention to what’s happening on the gridiron? Who’s on first? Not so slowly the Super Bowl is becoming more and more about social media and brands and less and less about football. If history is an example, there will be far more talk online about the commercials than the game. And this year several prominent brands will be drifting away from TV ads in favor of social media. What can communicators take away from the developments influencing this cultural phenomenon?
Smart brands keep their separate channel audiences in mind and develop content with a specific purpose for each channel. One such brand, Boingo Wireless, uses Facebook to repost content that reflects its audience’s interests, Instagram to share behind-the-scenes moments, Twitter to showcase thought leadership and Spotify as a space for users to have fun and blow off steam.
Beyoncé announced on Instagram that she is once again pregnant, a revelation that sent the social media world into a frenzy. The post, a photo of the star posing nearly nude holding her belly, won 6.4 million likes and broke the record for most-liked post on Instagram (the previous record holder was Selena Gomez, with 6.3 million likes). While most PR pros probably can’t claim the nearly 100 million Instagram followers the pop icon boasts, here are a few major takeaways to consider the next time your brand has a big announcement.
For Arby’s, Twitter isn’t just a platform on which to advertise, it’s a chance to delight. The fast-food chain’s evolving Twitter strategy isn’t concerned with promoting its sandwich of the month or the latest addition to its menu. Instead, Arby’s is focused on engaging in conversation, identifying niche areas and most of all, having fun with its followers.
Facebook Live has a lot of advantages for communicators: It is novel enough that people are drawn to the medium per se out of curiosity, Facebook’s algorithm privileges it above other forms of content and the medium prompts engagement probably more than any other. But can you take those advantages and turn them into a winning strategy for capturing audience attention?