Score a Touchdown with These Game Day Marketing Strategies
Written by Kellie Quain, Digital Media Manager
With Super Bowl LIV only a few weeks away, those in the digital marketing industry can’t help but reminisce on all the groundbreaking, conversation-starting commercials, sponsorships, and logo placements we have seen over the years. It’s only natural that you feel a desire to take part in the action rather than sitting on the sidelines. So, what if you don’t have a whopping $5 million ad budget for the event? Don’t worry! Here are a few social media strategies for the big game we’re sure you won’t fumble!
Incorporate Themed Video
When executed properly, video content is fast, attention-grabbing, and receives a high engagement rate (plus, can be easier to track in terms of views and length of time users remained on the video). Estimates for 2018-2019 report that video accounted for more than 50 percent of all consumer Internet traffic. During 2020, it is predicted that video will jump to almost 80 percent of all consumer Internet traffic. Let’s take a look at an example.
The screenshot to the right was taken from an Instagram post from Amazon’s account featuring a video of an over-the-top snack stadium. After the big game was over, it was reported that the video received 2,633 likes and over 28,810 views. One might also guess that after seeing this game day-themed video, Amazon had countless searches for “snack stadium”. Videos give us the opportunity to make a real connection with our target demographic and, in turn, expedite the purchasing process.
Guess the Score!
Whether your target audience is made up of avid sports fans, or those who simply show up for the snacks, everyone loves a great contest. Games such as “Guess the Score”, “Which Team Will Win?”, and “Who Will Score First?”, are interactive and create great engagement and conversation online. Up the stakes by creating a contest and offer winners prizes via a website pop-up or social media post. If you are offering a prize, you can require users to submit their email addresses or phone numbers when they enter so you can contact them if they win and also send them special offers in the future. Touchdown!
Don’t Overlook the Day After
A study conducted in 2018 showed that eleven months after Super Bowl LII, branded hashtags that promoted the event were still being used accompanying newly-created content. Along the same lines, Lady Gaga, who was the half-time performer that year, was still being tagged in newly-created Super Bowl-related content. This proves that game day excitement does not dissipate once the Vince Lombardi trophy is handed over. Arguably, the day after the Super Bowl might actually be a more lucrative time to weigh in on the conversation. Crafting a campaign to launch the day after the big game in a way that seems like it is naturally part of the conversation is key.
Before using branded hashtags or captions, be sure to thoroughly research what you can and cannot say. The title “Super Bowl” has been trademarked by the NFL since 1969 and can only be used by the league itself, and by partnering brands. For example, Anheuser-Busch spends approximately $250 million a year to be the only alcohol company allowed to use the various Super Bowl trademarks on its products. Check out this guide on how to share your game day branded content without being penalized!
Consider the Environment
Context is everything when creating content, especially when your work surrounds a specific event. Make sure you serve up your brand messages in a way that is appropriate to the environment and to this specific audience. The Super Bowl is a massive stage and a great opportunity to join the conversation, but it’s also a space for family, fun, friends and gatherings.
When devising your Super Bowl strategy, be sure to stick to lighter messaging, relevant product benefits, and entertainment. Main themes to keep in mind are parties, snacking, family, friends, and, of course, football.
There’s no time like the present to implement digital marketing strategies that work, but we understand why it may not be top of mind if you own your own company. Planning, strategy, connecting with influencers, placing ads, monitoring campaigns…it can be daunting. We’re here to help! Call our main office in Tarrytown at (914) 909-5900 to discuss an individualized digital media strategy for your business.