Leveraging Social Media for the Super Bowl

Image: SAP

Image: SAP

Die-hard pigskin fans will disagree, but for PR pros and communicators, the Super Bowl is just as much about how brands capitalize the big game as it is about the Broncos and the Seahawks. Each year, brands strive to outdo themselves and each other in an attempt to influence what is the world’s largest TV audience.

Many brands are looking to recreate the success Oreo had during last year’s Super Bowl when the lights went out. For Super Bowl XLVIII, several brands are executing clever social media campaigns to either leverage their pricey advertising buys or keep pace with global companies that have the cash to throw down for a 30-second Super Bowl spot. Here are a few examples:

  • Newcastle Brown Ale – Since Anheuser-Busch InBev is the exclusive beer sponsor during the game, Newcastle found a way to get in on the action by posting this YouTube video: “The Mega Huge Football Game Ad Newcastle Brown Ale Almost Made.”
  • Jaguar – The luxury automaker will supplement its 60-second halftime spot with a broad social media push that will carry on throughout the game.
  • AXE – Long known for ads containing “frat boy” humor, AXE is looking to rebrand itself with AXE Peace. Its “Make Love, Not War” Super Bowl ad, which has garnered more than 3 million views since premiering on YouTube on Jan. 14, is part of a larger campaign that encourages people to tweet kissing pictures, with the chance of having their photo featured on a Times Square billboard.
  • Adobe – The software manufacturer will employ its analytics tools to track game-time social media and announce a winner of the evening’s social media marketing efforts via video.
  • Ford – The automaker’s game day ad actually appears between the coin toss and the kick off, so, technically, it's not a Super Bowl ad (which saves the company a pretty penny on advertising). Instead, Ford shared a teaser of its pre-game ad with its 3,000 dealerships and encouraged them to share it via their social media channels.
  • Priceline – The travel-booking site is all about saving time and money. So it will reinforce that message by posting a series of ads on Vine featuring puppets reenacting Super Bowl ads from other brands.

Follow Richard Brownell: @RickBrownell

Tags: , , , , , , , , , | Comments Off


About Richard Brownell

Richard Brownell is Content Manager, PR Events at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.

Deals of the Week

Get $150 Off PR News' Google Conference


Join us on February 11, 2015, for PR News’ essential Google Conference at the Hyatt Regency San Francisco, and learn how to take advantage of everything Google has to offer communicators.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.