The Industry’s Longest Standing Study of Advertiser Integration Predicts An MVP-Caliber Performance for Brands In Social Media
NEW YORK, February 2, 2010 – Reprise Media, an award-winning search and social media marketing agency, will release its sixth annual Super Bowl Search Marketing Scorecard on February 8th, 2009. The Search Marketing Scorecard ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media, a proxy for how prepared each brand is to handle online interest and buzz.
“We’ve seen Super Bowl advertisers make steady progress from minimal cross-channel integration to holistic multi-channel campaigns over the last six years,” said Reprise Media Senior Director of Strategy & Innovation, Anthony Iaffaldano. “While most of Super Bowl Advertisers play follow the leader with their campaign integration there are always a few that emerge from the pack with something truly innovative.”
Reprise Media is tracking several trends that may impact the way marketers integrate online components into this years’ Super Bowl campaigns:
Brand Marketers Jump Ship: Given the economic crisis, and increased scrutiny on budgets, large brand-focused marketers like Pepsi and GM have headed to the sidelines this year, making room for a new class of Super Bowl advertisers to step into the spotlight – direct marketers. An all-rookie team of advertisers focused on conversions are making their debut, including HomeAway, Flo-TV and kgb.
Building Buzz: In a continuation of a trend from last year, more marketers are approaching the Super Bowl as the culmination of a long-term campaign, rather than the launching pad. The time leading up to game day is now just as important as the actual spot, with many brands leveraging social media to help generate awareness and buzz around their Super Bowl buy.
Engagement, Not Just Presence: Simply having a Facebook, Twitter and YouTube profile is now the cost of entry. Savvy marketers are planning leverage their social media presence to engage with their individual fans and followers. As an incentive, many brands are planning to offer exclusive experiences, including special promotions, for their fans and followers.
“It appears that marketers are truly realizing the increasing power of social media in creating a platform for cross-channel engagement,” Iaffaldano continues. “Companies such as Bud Light and E-trade are already connecting with consumers through social media to help tease and generate buzz for their spot(s) airing the day of the game.”
As many as 90 million Americans are expected to tune in to watch the game on Super Bowl Sunday, many of them with computers by their side or even on their laps. comScore data shows that for last year’s Super Bowl two-thirds of viewers went online at some point during game day, and approximately 41 percent of respondents said they used the Internet during the actual game, while 33 percent logged online during halftime.
Additionally, to stay on top of Super Bowl Advertising news in the weeks leading up to the game, follow Reprise Media’s Super Bowl Scorecard on Twitter at www.twitter.com/Reprise_Media.
About Reprise Media
Reprise Media (www.reprisemedia.com) is a leading global search and social marketing agency. The company helps the world’s most recognizable brands – including Microsoft, The Home Depot, and Hyundai, – manage their online reputations, drive traffic to their websites, acquire new customers and generate revenue through search engines and social networks. Headquartered in New York, the company has offices in San Francisco, Atlanta, Boston, London, Paris, Frankfurt, Madrid and Sydney.
Reprise Media is a registered trademark of Reprise Media Inc. All other product and brand names are the property of their respective owners.