According to Mashable, a lot of brands are desperately setting up war rooms and even have celebrities on hand to make the most out of events during the Super Bowl. It was a timely tweet by Oreos now known as the “blackout tweet” that introduced us to Real Time Marketing. The insurance industry participated with Allstate’s Mayhem, State Farm, and Tennessee Farm Insurance all playing their part in the Super Bowl. Recently, Arbys took center stage in the Grammys with a spontaneous tweet about Pharrell Williams’ hat.
So now, it is now almost required for brands to be ready to launch that potentially social viral tweet. But for those that enjoy using a second screen during the game, the experience might turn a shared social experience into a slug fest of brand messages looking for their own winning moment. It is with this in mind that Augie Ray (former the head of social media at USAA and Prudential) tweeted his tips for brands as we move towards the big game.
Augie Ray
- Don’t brag that you have a “newsroom” staffed during Super Bowl. No one cares.
- Don’t insert your brand into every post/tweet during Super Bowl. Let your intent speak louder than your content.
- During Super Bowl, don’t robo-tweet identical tweets to numerous different people. That’s just annoying.
- Don’t pathetically ask for retweets. Your brand should earn shares, not beg for them.
- During Super Bowl, talk WITH people. Don’t just broadcast TO them. Listen–REALLY listen.
- Avoid inserting consumers’ hashtags into your branded posts. Don’t be Super spammy during the Super Bowl.
- During Super Bowl, if you have nothing pertinent to say, shut up. Don’t tweet just b/c you want impressions.
- If you intend to (or must) stick to pre-approved library of Super Bowl tweets, give up. Spontaneity matters!
- Spontaneity matters, but have multiple eyes on your Super Bowl tweets. Don’t inadvertently embarrass brand.
- Don’t tweet both personally & for brand during Super Bowl. Focus; avoid the mistake of tweeting to wrong acct.
