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WHAT CAN (AND WILL) SOCIAL DATA TELL US OF THE IMPACT OF ‘SUPER BOWL 50’ ON FIRST TIME ADVERTISERS?

Feb 5, 2016 | Insights

Somehow, New York Daily News scribe. and syndicated columnist, Jimmy Breslin became a pitchman for Pieh’s Beer in the 70s. Below you can see a commercial which ran during one of the later part of that decade’s Super Bowls (presumably won by the Pittsburgh Steelers).

With this entry and this topic we can truly exploit this whole Super Bowl 50 affair to really demonstrate, in very easily comprehensible terms, how the insights StatSocial provides are invaluable to anyone trying to accurately gauge the success of an online (and particularly social media based) campaign.

To recap, for first time visitors: What we do here at StatSocial is analyze social media audiences. That means any grouping of individuals you could imagine coming together in a social media context. From a specific company’s or individual’s fans, to those tweeting of a certain topic or employing a certain hashtag, to any conceivable, identifiable grouping that could occur in a social media context.

We scour every corner of the social web to learn as much as humanly possible about the folks in that group. We know who they are, how old they are and in what percentages, we know from where they are, we know what they like and dislike, what they do on the web, what brands they prefer, and so forth. If social media is in any way a part of your marketing plan — and in 2016, let’s face it, it is — then the value in the data we provide we believe is pretty evident.

While this could be done with any advertiser — or any one or thing (a politician, a pop star, a hashtag, a certain phrase or name) that could assemble a social media audience behind it — we’re dealing with advertisers here.

STATSOCIAL AND SUPER BOWL 50 — WATCH US BLOW YOUR MINDS

As is the case with every Super Bowl, among the gaggle of much ballyhooed commercials are a handful from first time advertisers.

Once upon a time our gleefully media ignorant society didn’t know who was advertising on the Super Bowl — while Super Bowl ads were prime advertising real estate since the days of Broadway Joe, that was all “Inside Football,” Madison Avenue boardroom stuff, not the concerns of the general public.

With our chips and dips and pennants and plushies, we all just sat in front of our Zeniths, and let Jimmy Breslin pitch Piels beer at us, as though it all happened magically.

These days we are a vastly more savvy peoples when it comes to this stuff. Even your grandmother who has never heard of Ad Week, or even Twitter, knows that Bud Light and Doritos will be advertising during the game.

And as a result of this savvy, we also know to some extent who is daring, for the first time in their existence as a brand or product, to liberate the enormous piles of cash necessary to be part of the event. After all, if you’re going o spend that kind of money, some pre-game promotion — a commercial to promote a commercial, as it were — no longer seems insane, but actually sensible. Maybe even necessary.

Each year, there are those brands and/or products who decide to — for the first time — just put it all on black, go bold, spend a gigantic amount of their ad budgets on the most expensive 30 seconds on American TV and hope that by the following Monday their relative anonymity is a thing of the past.

Also, each year a handful of well-established brands or products, household names who have always steered clear of the Super Bowl hysteria (and expenses), decide to throw their brand’s hat in with the hubbub. The reasons could be simple buzz, or to perhaps expand their audience, or perhaps they feel they’ve come upon a campaign especially suited to the event, or perhaps they’re launching an especially high profile product, or they just feel its time.

We are not ad men, so it’s all guess work for us.

This year we are are aware of a number of first time advertisers, and with this knowledge we can put StatSocial to one of its countless, and easily most valuable uses. Measuring benchmarks, and comparing and contrasting statistics in the run up to, and then in the wake of a major event or campaign.

So, who are we looking at here. Who are the new kids on the Super Bowl commercial block?

Marmot

You may be familiar, we confess we were not. Many, many more will be come Sunday evening.

Marmot is an outdoor apparel company, inspired to part with its millions in the interest of “showcasing the simple joys and benefits of just being outside,” or so says Tom Fritz, Marmot vice president of marketing.

Football itself can make being outside seem appealing, at least when played in San Francisco. But Marmot does have a cute puppet mascot thing, as revealed in their preview.

Some stats to watch, their currently 70% male fanbase maybe budging a bit more female. Their 54% ages 25–44 following maybe expanding in one direction or another? And right now the top city of origin among their fans is the decidedly outdoorsy — and also competing in the Big Game — Denver. Will that change, or will even more Denver natives join their ranks?

We’ll wait and see.

Pokémon

Some of you may be thinking, “did I read that right?” While surely using the Super Bowl as a platform for highlighting the “character’s” (whose really an international brand) 20th anniversary, makes sense. Its appeal to the now budding nostalgia of the increasingly influential Millennials is immediate and powerful.

In this instance, the full length version is already online (see below), and it will be an abbreviated version of the ad running during the game’s third quarter.

With his one, we’ll likely compare all sorts of things. Curious, genuinely, if the spot has any meaningful impact at all; figuring the Pokémon dedicated are not exactly a fanbase ripe for expansion in 2016.

Amazon

Like many others, we were genuinely shocked to learn that Mr. Bezos never opened his wallet to the NFL — and whichever network was appropriate that year — and said “here, tell your billion viewers that my company is awesome.”

But apparently, before this year, that billfold stayed put all winter long. Hall of Famer Dan Marino, and the apparently beloved by America no-matter-what Alec Baldwin contribute to the levity, as promised by the 30 second preview.

As it stands neither gentleman ranks, well, at all among the list of top influencers admired by Amazon’s fans. Might that change?

The ad’s focus seems to be Amazon Alexa their voice-controlled virtual assistant thingie, but I suppose we’ll see if other products find their way in there as well soon enough.

Shock Top

Despite a much buzzed over Budweiser ad last year which mocked the “craft beer” craze, Budweiser’s owner Anheuser-Busch have sunk a few pennies into hawking their own basically fake craft beer, Shock Top.

Comedian T.J. Miller of HBO’s “Silicon Valley” stars in the spot

While we have no idea what a report might show, right now the popular series does not rank highly among the existing fans of Shock Top. An example of the sort of insight StatSocial could tell you before virtually anyone else, is whether or not there’s been a shift in that area; fans of the series — or of Miller himself — suddenly being interested in the beer.

Colgate

Rather than promote their wares — which, as we believe you all know are an array of toothpastes, and tooth and mouth care products — the over 200-year old oral hygiene company is using their ad time for a combination of public service and public relations; tying it in with their campaign to remind folks to turn off their taps while brushing their teeth, rather than waste water.

Any number of StatSocial insights might be able to be compared pre and post game, to gauge the campaign’s effectiveness. From the basics, how many more times did people send out the campaign’s #EveryDropCounts hashtag, to the shifting interests, politics, and concerns of Colgate’s social fans.

PayPal

Advertising during the game’s first quarter — which apparently costs a fair bit more than the already exorbitant cost of any 30-second spot during the game’s duration (apparently the final quarter also carries a bump in cost) — it seems they may be going for a big move with his campaign.

As you can see, PayPal will no longer be a convenient, quick, and relatively secure way to transfer funds online. It will in fact — if they are to be believed — be the future of money.

While hardly the first to proclaim that non-paper currency is the future of money, they are the first to pay whatever the heck it costs to run a first quarter Super Bowl ad to declare as much, and to lay claim on being the brand associated with our apparently impending non-paper currency economy.

It seems it’s attempting a bolder move than the public — in these topsy turvy times — will interpret it.

Nonetheless, we’ll be looking throughout, before and after, various StatSocial reports, trying to determine what if any impacts may have been made.

LG Electronics

The Korean electronics giant will be showcasing their hyped OLED TV technology. The commercial has generated more hype for the association of superstar director Ridley Scott — director of this year’s Best Picture nominee The Martian — who also directed Apple’s famous “1984” ad 32-years ago; perhaps the most famous Super Bowl commercial of all time.

We’ve run a bunch of reports around this, as we’re not sure precisely how success, failure, or indifference might be determined. But we bet somewhere in our reports we’ll learn someting.

SoFi

SoFi, is grabbing headlines as the online lending startup is dropping a whopping 20% their year’s advertising budget on this gamble. Fingers crossed for them.

One can measure the big success or failure or the campaign by looking at their Twitter account.

But using StatSocial we can measure more granular successes, demographically, economically, etc. Depending on the marketer’s goals, we may have encouraging answers not evident at first glance.

Bai

The cult soft drink has decided to bring its surreal “None of this makes sense” campaign to the big leagues.

SunTrust Banks

Atlanta-based SunTrust Banks is dedicating a substantial portion of its annual advertising budget on this gamble. A regional lender primarily focused on consumers and small businesses in the southeast, it is making a bold grab at expansion with its first ever national TV ad.

The bank has said the ad will inspire viewers “to take control over their finances.” But will it inspire them to do that through a regional southeastern United States bank?

StatSocial will certainly look through its reporting to see what it can find out.

Stay tuned through next week as we look through all of these advertisers, and many other facets of Super Bowl 50, providing you awesome, telling, invaluable, and completely one-of-a-kind insights unavailable anywhere else on the web or in the media.

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