13 February 2023 | Marketing
the best and worst of Super Bowl social š
By
Super Bowl social media: a round up
Iām going to try to make this as coherent as possible ā but, honestly, I kinda like this edition behind more of a summary of random takes re: what I saw on social media yesterday.
Shall we?
First upā¦
Everyone is always going to have an opinion on your work
Marketerās love to give their takes when absolutely nobody asked (look at me right now lmao).
The crazy part?
2 different marketers can look at the exact same commercial, the exact exact social campaign, and have 2 different reactions ā for no good reason.
Letās look at an example from yesterday. There was a commercial by Tubi ā a streaming platform ā that made it seem like someone was changing the channel on the TV (you can watch it here to see what I mean).
I had my eyes on the timeline as this unfolded.
Some marketers were like āOMG they totally got meā¦ that was goodā and some marketers were like ādude that commercial almost tore my family apart WTF.ā
No real reasoning behind either take.
My point?
Youāre never going to please everyone with your marketing campaigns. Thereās always gonna be some loser in the bleachers shitting on what you do. Sure. Listen to feedback. But generallyā¦ screw āem š
Trending memes from the Super Bowl (use these todayā¦ you still have time)
I have a confession to make. Iām not a huge football guy.
Well, I am, but not that kind of football (ā½ļø > š). Very un-American of meā¦ I know.
The real reason I look forward to Super Bowl Sundays is for the meme templates the game and the halftime show both have to offer.
This was especially true this year. There hasnāt been a true viral meme template lately.
And per usual, the Super Bowl (and Rihannaās halftime show) delivered.
Here are 2 memes that stemmed from the Super Bowl that you can use from the brand account:
By the time youāre reading this, the window to use these is still open, but closing fast.
Iād aim to get a meme out with these templates by Monday evening or Tuesday morning at the latest.
(if you miss the waveā¦ donāt worryā¦ itās fine)
And you canāt really use this one from the brand account, but this was my favorite Super Bowl meme by far LOL
The creativity of the internet will never cease to amaze me.
The best Super Bowl commercials also had a social component
In 2023, itās silly for brands to not have a social media component to major activations like this.
(Yet another reason for social media teams to be heavily involved in wider marketing department meetings)
A few examples of what I mean:
Tubi tweeted their entire commercial from the brand account.
Super low-lift way to take advantage of a major brand moment and squeeze out a few hundred thousand more views.
I also like the way they added a question to the caption to boost engagement.
Doritos also used social to expand on the moment, tweeting their commercial from both their account Jack Harlowās account (guess which got more exposure and engagement).
Yup. The tweet from Jack Harlowās account. It raked 17.9M views for the brand outside of the proper Super Bowl placement, compared to just 637K views from the brand account.
People would rather engage with people. Not brands. Iāve been saying this.
This next ad actually went in reverse ā meme became a Super Bowl commercial.
If youāre tuned into internet culture at all, youāve seen the memes of Ben Affleck carrying Dunkin Donuts.
Thereās too many to list here. So Iāll just show you the Google Images search to prove my point LOL
And yesterdayā¦ Affleck starred in Dunkinās Super Bowl placement:
This is a great example of a brand being aware enough to tap into internet culture.
The best brands donāt ignore memes. They lean into them.
I suspect weāll see more of this in the coming years.
Some final thoughts
Anyway. Those are my somewhat random thoughts on Super Bowl marketing.
Oh, and one more note.
Today is one of those days Iām thankful AF to be working in B2B SaaS.
I have the freedom to participate in memes and trends from yesterday, without feeling like I have to (nobody is going to notice if a niche Shopify data platform doesnāt chime in on a Super Bowl commercial).
Running social for a Super Bowl campaign seems stressful as hell. If youāre reading this and happened to be overseeing one of them ā you have my utmost respect š¤
Thatās all Iāve got today.