BE PREPARED!!! What the SuperBowl blackout teaches Brands about Engagement and Online Response


ImageEvery year, brand with the big bucks buy superbowl ad slots worth millions of dollars and create equally expensive commercials and campaigns for these spots. Some fail terribly to woo the audience whilst others are a statement in class – remember the Darth Vader Volkswagen Ad (see below)?

This year, the 47th edition of the SuperBowl held at the Superdome in New Orleans and we saw yet again, various attempts at influencing audiences everywhere with campaigns of all sorts – this year made more fun with heavy social media integration. The most significant non-game incident was the result of a blackout that lasted for 34minutes caused by a power-surge. Were the brands that paid big advertising dollars able to take advantage of the situation?

See how these 3 brands quickly used the 34minute blackout (caused by a power surge) that occurred during the game to engage with fans;

OREOS: Power Out? No Problem.

The result… Over 14,100 RTs making it their most re-tweeted post ever.

AUDI: Sending some LEDs to the Mercedes Benz SuperDome.

Audi uses this medium to burnish its advanced auto lighting credentials by taking a ‘cheap shot’ at rival automaker, Mercedes-Benz, who has naming rights to the Stadia

TIDE: We can’t get your blackout, but we can get your stains out.

Simply Classic – don’t you agree?

Others worthy of mention include WalgreensTidePBS

TAKEAWAY: IT PAYS TO HAVE A STANDBY ONLINE RESPONSE TEAM. Who knows – an opportunity may just present itself for the taking.

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