New Strategies Arise to Communicate with Super Bowl Audience

Buying an expensive Super Bowl ad isn’t the only way to get people talking about you on the biggest Sunday in February. While the game itself turned out to be a blowout, the audience still stuck around. Whether we wanted to see more commercials, or just didn’t have anything else to do, we kept watching. I, for one, multitasked and turned to Twitter and other online platforms to find out the latest buzz. Let’s take a look at some of my favorites.

JCPenney’s #TweetingWithMittens

To my generation, JCPenney is a forgotten brand, but when the JCPenney Twitter account started tweeting out what looked like drunken tweets, the Twittersphere exploded. As people’s attention moved away from the game, the buzz became about JCPenney’s odd tweets.

Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0

— JCPenney (@jcpenney) February 2, 2014

Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???

— JCPenney (@jcpenney) February 3, 2014

They soon followed it with this.

Oops…Sorry for the typos. We were #TweetingWithMittens. Wasn’t it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl

— JCPenney (@jcpenney) February 3, 2014

Although many thought that this wasn’t a planned effort or just didn’t like it in general, I loved it. This cost them next to nothing and got EVERYONE talking about it. Maybe the humor wasn’t on point, but while it may not make everyone laugh, it got us all paying attention.

JCPenney has long been a supporter of the US Olympic team, and this was a great way to get people talking about them again. I may just go get myself some USA mittens!

Newcastle’s Mega Huge Football Game Ad

I don’t want to beat a dead horse with Newcastle’s Super Bowl campaign, so I’ll talk about their game day strategy. Newcastle didn’t buy a Super Bowl ad, so instead, they piggybacked on everyone else’s commercials.

.@jaguar see the mega huge version of your british villain ad the way we would’ve made it: http://t.co/bYpq9P0R7u #IfWeMadeIt #GoodToBeBad

— Newcastle Brown Ale (@Newcastle) February 3, 2014

Riding off the success of the earlier parts of this campaign, they kept people talking about them. Using some clever, quick-working storyboard artists and a Twitter account, Newcastle played the real time marketing game well.

#EsuranceSave30

By choosing the ad spot immediately after the Super Bowl instead of one during it, Esurance saved $1.5 million and decided to give it to the people!

This may not be the funniest commercial of the Super Bowl, but they had EVERYONE talking about them. I’m not usually one for social media competitions that have users create content that doesn’t have create anything else, but for free money, I’ll give it a try.

It’s very interesting to see companies move away from the main spots to communicate their messages and I can’t wait to see where this goes.