In 2013, in the midst of all the million dollar commercials that aired during the Super Bowl XLVIIthe mark of Oreo cookies He took the palms with a tweet. The group of oreo marketing capitalized on the blackout of more than 30 minutes that occurred during the game between 49ers Y ravens with a social media post that read: “Blackout? No problem”, accompanied by an image of an illuminated cookie and the legend “you can still dunk the cookie in the dark”. It immediately garnered nearly 15,000 retweets and over 20,000 likes on Facebookimpressive for a clever tweet conceived at the time.
On that occasion, in addition to running a commercial during the Super Bowl broadcast, Airing I had a team of social networks of 15 people ready to respond to whatever happens in 10 minutes or less. An example of the impact that social networks would later have to complement a publicitary estrategy.
“Social networks are fundamental pieces to be able to understand the success or failure of campaigns. It is precisely in social networks where people go to express themselves, to say their feelings, to generate content and it is where brands can measure the mentions, the number of interactions they have had, if they are positive or negative”, he said in an interview with The Economist Sylvia Ortegon, Talkwalker’s Marketing Head America’sanalysis company and social media monitoring.
Social media campaigns have even shown signs of effectively equating 30-second spots during broadcasts of the superbowl, which this year reached a record cost of seven million dollars. Last year, despite being a frequent advertiser, the brand Avocados from Mexico decided not to run a commercial during the match, instead designing a social media giveaway in the weeks leading up to it, where fans could win prizes, and responded to each of the entrants. At the end, Avocados from Mexico It was one of the brands that generated the most engagement.
“One does not have to exclude the other. If a brand decides to participate in the Super Bowl, they will have to have a social media strategy to be able to measure the impact and be able to interact with the audience. It is also important to note that today brands have 360 campaigns, that is, they have offline channels and digital channels and once they carry out a campaign they take advantage of all of these in order to maximize the impact”, Ortegón mentioned.
Mexican companies gain digital ground with the Super Bowl
Social networks help expand the reach of the audience to events such as the Super Bowl, which last year was seen in Mexico by 6.2 million people through TUDN and for 5.3 million in Aztec TVaccording to data compiled by this newspaper.
In 2021 in Mexico, social networks generated 1.3 million interactions around the event during the two weeks prior to the game “and of those interactions almost 40% with positive sentiment, people were very excited on the way to the Super Bowl, these data were taken of the conversation in Twitteron news sites, blogs, and forums,” the Talkwalker specialist shared.
Mexican companies like Chedraui Y Banorte were the ones that had the most interaction with the Super Bowl audience, there were also a number of important mentions in social networks of Televisa Y Aztec TV, companies that broadcast the game. On a smaller scale, global consumer and technology brands such as amazon, Uber Eats, Pepsi, Cheetos, Coke Y Netflix.
“Chedraui had a campaign called ‘the half-time spoiled ones’, they did a contest where they interacted with the audience and in that sense we saw 2.3 million interactions. We also saw Banorte with a campaign called ‘your bank, your time’. The metric that we measured was impressive, they had 73% positive sentiment and that is overwhelming.”
According to the social media listening tool of Talkwalker, in the last seven days the term Super Bowl has had 28,200 interactions on Twitter, news sites, blogs and forums, with a sentiment of 37.9% positive and 5.2% negative. In 76%, men are the ones who have generated the conversation and more than 50% were between 25 and 34 years old.
“Social networks can amplify this reach in audiences that may not be soccer fans, but are part of your audience or the segment to which you want to target your product or service. They definitely play a fundamental role and the metrics to be able to listen and be attentive to all the conversation that happens in real time are vital”.
In the last week the NFL Mexico has promoted its transmission channels of the superbowl with a fixed tweet, including Channel 5, ESPN, FOX Sports, Azteca Deportes, Star Plus and the NFL Game Pass; It has also encouraged the consumption of food, promoted sponsors such as Roblox, shared information capsules of the event, showing the activations that are taking place in Los Angeles as a game of the SMexican flag football election.