In our digitally focused world, screens are everywhere. So, it’s no surprise that watching TV has become a victim of the second screen syndrome, especially during big events like the Super Bowl. As a result, there are plenty of ways for brands and influencers to get noticed using social media without spending millions on an ad spot.
Pro tip: Picking your moment can be the difference between winning and losing on game day, so be sure to understand the nuances of Super Bowl Sunday, including players, commercials, big game day storylines, and pre-game rituals. Use these nuances to identify key moments during the game, halftime, and afterwards to capitalize on with your brand’s social channels.
Once you have that down, think about how you can add something of value to the conversation. There is a lot of noise out there, and if you want to stand out, you will have to break through. The good news/bad news about second screen syndrome is that while you have a chance to reach more people during the game on social media, you will not have a captive audience.
That’s why I’ve compiled a few ideas to help you make a splash this weekend.
Picking your moment can be the difference between winning and losing on game day, so be sure to understand the nuances of Super Bowl Sunday, including players, commercials, big game day storylines, and pre-game rituals.
Have commentary or an announcement to make? Think about livestreaming before the game, during halftime, or right after the game. Consider using Instagram’s duo functionality to go live with a friend or business partner.
Get creative with your stories during the game. I love what Binge Mode does on Instagram Stories. It makes templated Stories for people to screenshot and fill in (like its recent Harry Potter movie ranking contest). Once the results are aggregated, it posts on its feed with the results.
I like what AnchorFM does to incorporate a video-ish approach to audio clips so that they are easily repurposed on social media.
If you have a podcast that holds relevance to game day, you might think about publishing ahead of Super Bowl Sunday. Or you can tease an announcement on your podcast social channels during the game to garner more attention for a post-game episode.
Interactive contest or promotion
An easy way to steal seconds of attention during the game is to run a contest or promotion that requires interaction.
A common contest format is to give something away—ideally something cool, like a new product or experiences that helps your bottom line and creates broader interest in your company from the community you’ve built—and require that entrants engage to enter.
Example: Tag 2 friends, use the hashtag #NewProductLaunch and comment with how you’ll use the product on your next vacation. Extra entries for submitting a video in addition to the rules above.
By coordinating multiple influencers to post on your company’s behalf on Super Sunday, you can see increased reach, web traffic, and other key metrics.
Be sure to have your legal/FTC disclosures ready.
This isn’t breaking news, but influencers can FYRE up (get it?) your social media game on Super Bowl Sunday. By coordinating multiple influencers to post on your company’s behalf on Super Sunday, you can see increased reach, web traffic, and other key metrics. Micro influencers are often reasonably priced to work with, and it’s been shown that your followers put a lot of trust in them to speak honestly (even while hocking product).
Be aware of proper FTC disclosures before engaging with micro influencers to avoid legal headaches.
And if you’re still not convinced you should be at least thinking about how to engage your brand with the big game, here’s a simpler way to approach this weekend’s event from my fellow DEG Social Media Strategist Abby Eckel.
I think as a brand, it’s important to still be watching, even if you can’t necessarily participate, or even speak about the Super Bowl because you’re not a sponsor.
Things happen during the game, commercials, halftime, etc., that a brand could still capitalize on. Like a few years ago when the stadium lost power and Oreo jumped on the opportunity and was able to produce and put out a perfectly timed ad that said “Power out? No problem.” with a caption that read “You can still dunk in the dark.” It had nearly 15k retweets and more than 20k Likes on Facebook.
It’s all about following the conversation happening on social media and being able to insert your brand when the timing is right. You don’t have to have a big budget to do something memorable.
Now you’re armed with a few ideas for this weekend, let’s see which brand wins the Super Bowl social media game.