February 12, 2013
Super Bowl XLVII Reveals Trends in Future Advertisements
The 2013 Super Bowl commercials stirred controversy, spiked sales and premiered new products, leaving viewers with much to talk about, in person and through social media outlets.
What impresses us is the spontaneity, rather than careful planning, which lead us to believe that the partnership of social media and advertising will rely less on thorough preparation, but more on the ability to respond to events in real time.
Companies used Twitter and Facebook to premiere commercials, promote fan-based contests and create brand awareness.
According to mashable.com, total social media activity use during Super Bowl XLVII was 3.01 times higher compared to last year’s game. With 88 percent of that activity coming from mobile devices, the top hashtags included: #SuperBowl, #Ravens, #49ers, #SuperBowlSunday and #SB47.
And like the 52,556,473 individuals who helped mark the historic rise in activity during the game, advertisers too have taken full advantage of the social media boom.
During the blackout, the company behind the most dunkable cookie, Nabisco Oreo, thought fast when the electrical outage occurred. Oreo’s Twitter account posted an image of the famous cookie, slightly illuminated, with the message: “You can still dunk in the dark.”
This quick-thinking led to a massive amount of retweets and favorites, with the original post being retweeted over 15,000 times since.
Oreo wasn’t the only brand to utilize the blackout. Tide laundry detergent posted, “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower,” on their Twitter page.
Modern social mediums such as Twitter now drive traditional media, steering company focus on the here and now, rather than the ‘what’ and ‘why.’ The increase in mobile technology only feeds the fire of immediacy. An article published in November 2012 by Forbes Magazine shared this telling statistic: 44 percent of the U.S. population uses smartphones.
Creativity has a bright future in the field of Marketing. Consumers are already seeing a change in modern advertising, as companies present more real-time ads through social mediums such as Twitter.
As consumer activity becomes more complex, the advertising industry will continue to impress consumers with more artistic and spontaneous messages in the future. Until then, the Super Bowl will always be the ultimate test of talent and creativity.