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Super Bowl Marketing: Don’t Just Phone It In

January 13, 2017
By Margie Kupfer, Marketing at 3Cinteractive

Every year, two teams go head to head in hopes of becoming Super Bowl champion. While the players battle it out on the field, marketers compete for consumers’ attention on their smartphones and devices.

The Super Bowl is one of the biggest events of the year for marketers and advertisers. Make sure your business gets a piece of the action with these tips.

  1. Take advantage of the small screen. In recent years, TV viewership for NFL games has declined consistently as fans have shifted from the traditional TV to their mobile phones and tablets. According to Sports Illustrated, broadcast TV viewership of NFL games was down 10% in 2016 through October. Taking advantage of this massive wave of disruption is more important than ever for mobile marketers, who should plan how to leverage smartphones for their campaigns come February. Throughout the game, fans will be glued to their phones to look up player and team stats, watch replays, and chat and tweet about the game with friends. Take this opportunity to offer exclusive content to mobile users, including mobile coupons via messaging.
  1. Share through social media. Social media will play a large role during the Super Bowl this year, just as it has in the past. According to Post Planner, 67% of Super Bowl viewers will post about it on Facebook. Fans will take to social media to share their favorite moments. Join the conversation by posting valuable, sharable content with trending hashtags related to the game. Those hashtags are trending for a reason: People are using them. Be where your customers are; hashtags are a great place to get your content in front of your audience.
  1. Timing is everything. There is only so much time during the game, so knowing when to deploy mobile marketing efforts is critical. Be aware of what is going on in the game and use the most exciting happenings to your advantage. Brands can offer targeted promotions at the start of the game, after a close call, after a touchdown, or when a specific team wins. Be ready to capitalize on unexpected moments. A great example of this was during the 2013 Super Bowl when the lights went out and Oreo jumped on it with a quick ad: “No power? No problem. You can still dunk in the dark.” The ad was retweeted 15,000 times, according to Mashable. Remember, there is limited shelf life to these events, so don’t wait a day or two to capitalize on an opportunity.
  1. Inject your brand into the game. While some businesses – grocery stores, beverage companies and electronics stores, for example – will find it easier to relate themselves to the Super Bowl, it is still possible for outside industries to make a connection. Offer exclusive mobile promotions for items in a team’s colors or temporarily rename products with a Super Bowl twist. Have fun with your audience; this is a time when you can use some creative license with your branding and your customers will respond.

Brands that think strategically about their use of mobile during the Super Bowl will come out ahead with higher engagement, stronger customer connections and increased revenues at the end of the season.

Margie Kupfer is Vice President, Marketing at 3Cinteractive, which uses mobile marketing to deepen the connection between customers and brands and increase loyalty and results. She was recently named to the 2017 Mobile Women to Watch list by Mobile Marketer.

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