Superbowl Homework

I usually watch the Superbowl and pay attention to the marketing efforts that go into the ads they have during the game. Some of the top marketing minds in the world are behind these ads. Some are successful, some flop and you can learn a lot from studying them. Before the game even started I was highly distracted from the commercials by one of the worst segments I could imagine. It was titled “Social Media Update”. In it, the spokesperson was encouraging people to engage in social media surrounding the Superbowl and they might be displayed on the screen they kept referring to. The first problem is they were only showing social media of the rich and famous, so if you weren’t rich and famous you had no chance of appearing on the screen. Second, if you cared about the celebrities they were showing, you probably already saw the post (they were all older posts) and if you didn’t then they were just wasting screen time.

The first problem is they were only showing social media of the rich and famous, so if you weren’t rich and famous you had no chance of appearing on the screen. I was not interested in engaging with these segments, it was an obvious ploy to get more likes which someone must have determined they needed.

Second, if you cared about the celebrities they were showing, you probably already saw the post (they were all older posts) and if you didn’t then they were just wasting screen time. They really aren’t going to drive social media engagement with tactics like these.

They were trying to do it like a news segment and it failed horribly. It was as if someone high up decided “they might be onto something with this social media thing so we should report on it” without understanding what social media was. The big takeaway is that social media is authentic and organic. Ham-fisted methods don’t work and social media strategy should never be driven by someone who doesn’t understand how social media works.

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