Super Bowl advertising costs are steadily increasing each year, and substantial corporate advertisers like Coca-Cola and Pepsi are leveraging social media to keep the conversation going, and in essence, get more bang for their buck. NBC television network will broadcast Super Bowl XLVI on February 5, expecting around 100 million viewers. The average cost of a 30-second commercial slot this year is $3.5 million, with a new record high of one slot selling for $4 million. This is up from last year’s $3 million average per commercial slot – a good indicator for the economy and for commercial advertising.
Companies like Coca-Cola and Pepsi are using their valuable advertising time wisely by integrating social media to continue the conversation after the TV ad ends. Coca-Cola will make use of their iconic polar bears in commercials that will air during the first and second quarter breaks. The computer animated bears will also appear in a video stream at CokePolarBowl.com hosted on Facebook. The bears, appearing to watch the game, are programmed with hundreds of reactions so that they will respond to the real game’s events as they happen. The bears will have a presence on Twitter with their own hashtag #GameDayPolarBears, encouraging fans to follow and upload photos. Coke’s postgame Facebook App will let users send out vouchers to be redeemed for a free “victory” or “sympathy” cola. “The trick is to be everywhere consumers are…We wanted to interact with consumers in the most simple and organic way so they would have nothing to do other than what they usually do,” said Pio Schunker, Coca Cola senior vice president of integrated marketing platforms and content. Coke sends a more powerful message by integrating Facebook, Twitter, and YouTube marketing along with television advertising.
Pepsi is making use of corporate social media as well, as users will be able to download songs from their TV commercials on the Shazam app on their phones. PepsiCo brand Doritos presents CrashtheSuperbowl.com where fans create their own commercials and vote for the winning ad to be aired. Pepsi is partnering with internet radio service Pandora and social TV site GetGlue for content centered on the Super Bowl. “Our philosophy now is nothing happens in isolation,” said Shiv Singh, global head of digital for PepsiCo Inc. “Social TV is a massive phenomenon and a critical element of our Super Bowl campaigns.”
Tapping into multiple avenues is the ticket for advertisers to make the most of their millions spent come Super Bowl Sunday.