Random Fact: …one study showed that more millennials now watch the Super Bowl for the commercials than the game itself. Even though TV advertising isn’t exactly booming…the rise of social media has added a new and increasingly important element to the marketing mix. Super Bowls and the Olympic Games are the most prominent examples of how social media can leverage live exposure of commercial advertising on big live sporting events.
VIDEOS: Only The Exceptional Drives Social Engagement
e.g. 2016 Summer Olympics, popular videos including Nike’s “Unlimited” series, Under Armour’s “Rule Yourself” commercial and United Airlines’ “One Journey” were viewed, liked and shared by millions. Also, Nike’s “Last Game” 2014 World Cup video is a phenomenal example of a viral video done right. Successful videos MUST BE highly creative and crafted to build buzz around the sporting event being targeted.
Like it or not…celebrities play a major role in impacting consumer engagement and purchasing behavior n sports marketing.
- Michael Phelps – 2016 Summer Olympics, during which Under Armour posted 25 photos and videos of Michael Phelps on social channels: 10 of those posts received an average of more than 28,000 likes each, while posts unrelated to the swimming superstar didn’t perform as well, averaging only 19,000 likes each.
- Gabby Douglas – Gillette Venus also recognized the power of celebrity influence by teaming up with U.S. gymnastics sensation Gabby Douglas for an Instagram campaign comprised of seven photos posted over a 10-week period around the Olympics, which resulted in a whopping 5.6 million views and likes.
Focusing on just one or two targeted messages can be more risky, but some campaigns are successful at it. Others take more of a shotgun approach to achieve success by creating a steady production of content that is promoted consistently over a long period of time.
By comparing each brand’s social media engagements in the two-minute period after the start of a TV ad to the brand’s average social media engagement rate, 4C calculates the TV Social Lift Impact. Ultimately this is a measure of how much more likely a consumer is to engage with with the brand on social media after seeing its TV ad. ~ FoundRemote.com