Early this week, Google released the top trending searches on Google during this year’s Super Bowl. Among the top trending searches were the following:
1. M&M’s
2. Beyonce
3. Baltimore Ravens
4. San Francisco 49ers
5. Colin Kaepernick
On Google Trends’ hot searches section, Destiny’s Child (including related searches such as “Beyonce half time show”, “Super Bowl halftime show”) brought in 1,000,000+ searches and Super Bowl Commercials 2013 (including related searches) raked in 500,000+ searches.
What’s interesting is that these top searches bore little relationship to specific brand commercials aired during the game. Besides M&M’s, whose commercial was one of the first aired during the Super Bowl, not many other brands made an appearance in top searches other than GoDaddy and Budweiser, as listed under related searches for “Super Bowl Commercials 2013”. So how did advertisers make their mark during the Super Bowl? Enter Twitter.
The Twittersphere
Not too long after the Super Bowl, Twitter released a blog, “The super Tweets of #SB47,” which listed the “moments generating the biggest peaks of Twitter conversion” during the Super Bowl. It’s no surprise that the power outage generated the biggest peak of Twitter conversation with 231,000 TMP. What’s most interesting is that the outage provided advertisers an opportunity to capitalize on the event.
Take, for example, Tide and Oreo, who wasted no time promoting tweets directly relating to the power outage (Twitter reported it took four minutes for the first Promoted Tweet to appear against searches for the power outage on Twitter).
It’s especially important for advertisers to quickly capitalize on impromptu marketing opportunities such as these. Marketing has long grown out of relying on print ads and commercials for conversions and brand equity. In a marketing world where things happen incredibly fast and where people rely on social media for nearly everything, it’s important for brands to have the capability of responding to real-time situations via social channels.
Just as football is a game of reacting quickly to what is presented on the field, effective advertising is very much the same game. By taking advantage of the advertising opportunity presented by the power outage, brands like Oreo and Tide have shown how quick reactions can spawn excellent results (15,000+RTs of the Oreo Ad & 1300+RTs of the Tide ad). So, just as it is important for advertisers to be reactive in Search campaigns, it is even more important within social media. Otherwise, they’ll always be 5 yards short from making that social media touchdown (which really hurts as a Niners fan).
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