{"id":13226,"date":"2022-02-14T22:11:05","date_gmt":"2022-02-14T22:11:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/14\/how-marketers-used-the-super-bowl-to-influence-fans-on-social-media-and-search\/"},"modified":"2022-02-14T22:11:05","modified_gmt":"2022-02-14T22:11:05","slug":"how-marketers-used-the-super-bowl-to-influence-fans-on-social-media-and-search","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/14\/how-marketers-used-the-super-bowl-to-influence-fans-on-social-media-and-search\/","title":{"rendered":"How marketers used the Super Bowl to influence fans on social media and search"},"content":{"rendered":"

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The Super Bowl is that rare TV event where fans watch the commercials as intently as the programming, which also means that marketers are looking to gain traction not only on the big screen that friends and family are watching together, but on individual mobile devices through social and search channels.<\/p>\n

Brands that paid millions of dollars for a single TV spot boosted their investment by leveraging cross-screen engagement, while other brands, even those who didn\u2019t advertise during Super Bowl LVI, looked to take advantage of all the attention around a single event to redirect some of those eyeballs and clicks toward their product.<\/p>\n

Read more: How marketers are leveraging digital channels during the Super Bowl<\/em><\/strong><\/a><\/p>\n

Why we care.<\/strong> Performance and brand success during the Super Bowl has broader implications for the rest of the year. Marketers use the occasion of the Super Bowl to introduce new strategies and messages.<\/p>\n

As the relationship between linear TV, CTV and mobile-first social platforms evolves, marketers across the industry can learn lessons about these moving goalposts and how they apply to their particular brand game plan.<\/p>\n

Game Day or Game Week?<\/strong> Brands that show an ad during the game are looking to gain awareness during their big moment. But they also realize that the hype surrounding the game begins much sooner, and hopefully extends in the days and weeks following.<\/p>\n

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A little further down, we\u2019ll look at specific wins during the big game. But it\u2019s worth noting that because there has been a lot of attention lately paid to cryptocurrencies and blockchain technology (including the use of NFTs in marketing campaigns), that attention overall grew last week for NFTs and cryptocurrency.\u00a0<\/p>\n

This doesn\u2019t mean that awareness didn\u2019t spike to another level during the game. The most unlikely sign of advertising success during the Super Bowl was probably when Coinbase\u2019s ad ran with a QR code and the Coinbase app crashed from all the traffic. Mission accomplished, I guess!<\/p>\n

Game Week lifts or more of the same?<\/strong> Omnichannel marketing platform Zeta Global took the long view and found that awareness for crypto and NFTs was up week over week by 67.6% and 101%, respectively. It suggests not only that the public is interested, but that they are making some distinctions between two areas in the combined blockchain arena.<\/p>\n