Social creative: Chevrolet stands out at Super Bowl
This year’s Super Bowl saw five times as much social activity as last year, figures from Trendrr suggest, which is not surprising given research by Coca-Cola showing that at least 60 percent of viewers were expected to have a smart phone, tablet or computer within arm’s reach and that an average of 10,000 Tweets per minute were fired off in game’s final three minutes.
Indisputably one of the biggest TV events of the year, Super Bowl 46 had all the requisite buzz (and then some) as evidenced by the host of social metric infographics doing the rounds. Indeed, at a cost of $3.5 million for a 30 second TV spot, it’s not enough for the ads to simply capture the imaginations of viewers; they’ve got to get them online, too (to be observed, for the first time ever, by the Super Bowl’s very own social media command center).
Coke itself took advantage of this ‘second screen’ media consumption phenomenon by directing viewers to CokePolarBowl.com, which featured the classic Coke polar bears watching and reacting to the game in real time, thanks to live animation technology – a cool novelty that had viewers ramping up brand awareness through increased online chatter.
Other brands stepped up their social media strategies a notch, too, with Doritos, H&M and Chrysler earning big sentiment points, according to brandbowl2012.com. Little surprise that a baby in a catapult, David Beckham in his underwear and a grown-up take on Ferris Bueller’s Day Off hold such widespread appeal.
However, it’s car giant Chevrolet that’s emerged from the fray most
victorious discussed. Its Armageddon-inspired commercial was widely regarded as ‘stand out’ by critics, and no doubt caused such a stir because of its fairly controversial dig at rival car maker Ford. Such was the gravity of this ‘dig’ that Ford Motor Co. allegedly wrote to Chevrolet asking that the commercial be pulled, which only served to ignite further interest in the advert, inevitably boosting viewings and, of course, noise online.
Nonetheless, Chevy already had a social media card up its sleeve, in the form of the Chevy Game Time app. After downloading the app onto a phone or tablet (or logging on to chevy.com/gametime), users – connected instantly to other players across the country – answered questions and responded to polls for a chance to win a variety of prizes, from pizzas to the brand new 2012 Chevy.
The app was bigged-up through Chevy’s Facebook page and of course on Twitter, but because it relied on real-time activity it was not promoted as part of the commercial; a bit of a foul, but not an unsportsmanlike offense given the buzz that the brand – intentionally or not – had already generated. And what of Ford? Well, given a tradition for ‘come-back’ adverts – especially in the auto industry – Chevy might do well to behave graciously in its victory.