Superbowl on a Budget

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Superbowl on a Budget

With a 30-second spot during the Superbowl costing $4 million, it’s probably safe to say it’s a little out of most businesses’ price range. However, in 2015, the Superbowl isn’t just the most-watched television event of the year anymore; it’s one of the most tweeted about, Instagrammed, Facebooked, etc. With the right timing and social media savvy, you can take advantage of the media juggernaut that is the Superbowl, without spending a dime. Here are a few ways to “tackle” the Superbowl on a budget.

Live tweet the event

During the now infamous Super Bowl XLVII, Oreo had a 15-man social media response team on the boards during the entire game. Their goal was to merely tweet about big plays and demonstrate their active participation in the event, but when the Superdome lost power in the 3rd quarter, Oreo was among the first responders with this timely ad. Oreo wasn’t the only response to the blackout, nor was it the most clever, but it was first. In advertising, being first means a lot, so active Twitter participation in the Superbowl not only demonstrates that your brand is up on current events, but could potentially create a viral marketing piece.

Work around the game

You might not be able to afford a Superbowl ad, but you might be able to afford an ad on a local channel before or after the event. Coupled with a full-scale social media (FB, Twitter, IG, Vine) campaign, before, during, and after the game, you could be one of the talked-about brands the next day without even airing an ad during the game. Old Spice did it, and Dunkin Donuts too. Priceline recreated big plays with sock puppets on Vine-- a move that cost them nothing. Get creative, and take advantage of social media!

Joke about your budget

In 2013, Newcastle Brown Ale announced they were poverty-stricken, and could not afford a Superbowl ad, thus launching the #ifwemadeit campaign, a web series depicting the process of ad creation, even including focus groups and Anna Kendrick. Then on game day, Newcastle released mockeries of game day ads by companies like GoDaddy with the hashtag #ifnewcastlemadeit. By capitalizing off the Superbowl, and the ridiculous amount of money some brands sink into the Superbowl, Newcastle launched itself into the forefront of discussion without ever airing a televised ad.

Real-time promotions

Instead of the boring football-themed Facebook posts that many brands will post leading up to the game, create a promotion that causes consumer interaction during the game. For example, offer “pizza on you” to the Twitter follower that guesses the halftime score, or tie it into your business by offering a free service/product to whoever guesses how many interceptions Richard Sherman has, or something of that nature.

10 years ago, it would have been impossible for small brands to break into the buzz surrounding the Superbowl. Thanks to social media, you can be more buzzed about than the brands actually airing ads!