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For years the Super Bowl has represented the pinnacle of the creative and traditional media advertising world. In a single spot brands can reach an audience of hundreds of millions and they've been willing to pay millions of dollars to do so. Even as the economy has suffered, and the big 3 of TV, print, and radio have seen their ad revenue decline by some $10B, the Super Bowl has remained strong, almost as an iconic vision of the historical dominance of the 30-second spot.
This year, however, promises to be different. For the first time some of the large brands, like Pepsi, are breaking ranks and eschewing TV in favor of social media. Cracking the TV strangle hold on the Super Bowl is an important step for social media and signals that brands now take it seriously. This is easy to understand given all the early hype suggesting this to be the most socially engaged media event ever.
Our goal with the SM2 Buzz Bowl is to help brands understand how their advertising dollars are moving the social world. It’s no longer enough to know how many households received your message – successful brands will recognize this and find ways to foster an emotional connect with the customer that bridges the reach of their broadcast advertising to the social community. Building this social bond is critical because it is the fuel that prolongs and extends the reach of the original message. That is exactly what our Social Sentiment Engagement Index (SSEI) is all about – we’ve found the voice of the customer in the din of the crowd.
So… who will carry the day on Sunday? We’re not talking Indianapolis or New Orleans here, but the $200M hi-stakes game between the advertisers. Will it be a social convert like Pepsi? Maybe a big traditional spender like In-Bev? Or even another “Rock Star” from Intel? Either way, check with Alterian, because… we will be listening...
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Click the image to see the "It's SM2" music video.
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