Key Plays Brands Can Run During Super Bowl 2016
The Super Bowl is only weeks away. That means advertisers and brands have already dished out millions of dollars to get their new product in front of one of the captive television audiences – for 15 or 30 seconds. Last year, a 30-second spot ran for as much as $4.5 million. Traditionally, the Super Bowl has been an opportunity for advertisers to reach their audiences through TV, but the landscape for how viewers are consuming content is changing. Consumers are increasingly turning their attention to their mobile devices both during the game and during the commercial breaks. In fact, according to research firm Flurry Insights, mobile messaging apps saw above-average use during Super Bowl 2015, meaning that consumers are now spending more time talking to their social network during the game than perhaps the people sitting in the same room as them.
MillerCoors capitalized on this trend during the Super Bowl last year, launching a campaign on Kik, which offered users a sticker pack of branded emoji to share with friends. The emoji sticker pack included images like two bottles clinking together with “cheers” and emoji of fans uttering phrases like “so close” with a MillerLite bottle in their hands. During the campaign, the emoji pack was downloaded nearly 500,000 times, with over 5.8 million branded stickers shared. Increasingly, advertisers are realizing that if they want to capture the attention, hearts and minds of millennials they need to do it on their turf, on their terms and in a way that empowers them to express themselves. If we learned anything in 2015 – it was that branded emoji and other personalization apps are very popular and will continue to grow in 2016. In fact, Flurry found that mobile app usage was up 58 percent in 2015 but personalization apps saw a 344 percent increase in usage. It seems like a no brainer for brands and advertisers to use new methods like branded emoji, branded video and branded accounts to reach consumers during a time where we know they are highly engaged on mobile messaging apps.
MillerCoors loved the fact they were putting their brand in the hands of consumers and that the brand was a part of the conversation. Dilini Fernando, a digital marketing manager at MillerCoors said in a recent interview, "As a brand marketer you're giving the elements to your consumers, and they are actively talking about it." Why is it such a win/win for brands? "You're not only able to inspire the conversation, to be part of the conversation, but a lot of the time, we were the topic of the conversation."
Creating branded mobile experiences offer advertisers/brands an opportunity to engage millennials and young consumers in places they are spending their time – mobile messaging, dating and photo editing apps. Swyft helps brands create advertising spaces in mobile environments, that may have never existed before.
So why plaster your name and silly commercial on the big screen for 30 seconds when you can create an army of brand advocates within mobile messaging within seconds –and have it last for months? This is the new advertising and brands must get on board if they want to create a lasting, new age effect for younger generations of consumers. They may watch your commercial, but if you want them to talk about it with friends – make sure you are in the places they are talking.