With over 100 million people tuning in to watch the ads on Super Bowl Sunday today (hey, only a minority is there for the game), but with 600 million Facebook members and 175 million people on Twitter it’s easy to understand why Advertising Age has dubbed Super Bowl XLV the “social” bowl.
Some of these eagerly-anticipated ads have already been aired, for example, the two VW ads for the Passat were aired on Facebook last week, and are available on Youtube.. It’s not hard to understand why, and it’s not just the fact of the arrival of the $3 million dollar 30-second spot, one of the ads has gone viral and has already had over 10.6 million views.
According to one study, over 20% of Americans plan to be posting on Facebook during the game, and over 40% of young adults plan to be sending text messages. Tweets are also expected to be at an all-time high, and as I write this blog about 1 hour before the game, the Twitter servers are already showing the strain.
It’s not only during the game that social media has an impact, social media enables the conversations to continue long after the game has ended. Just like the Monday-morning quarterround the office water cooler, social media encourages conversations to continit helps establish brand loyalty and connections with different constituencies and communities in a way that a simple push-type ad on TV cannot hope to compete with. To facilitate this movement, sponsors are now starting to put their Facebook fan page addresses at the end of ads rather than their website URLs.
This year, after-game social activities may prove to be much more significant than the event itself. Something to consider as Autodesk heads into One Team Conference (OTC) in a few weeks and Autodesk University 2011 at the end of November. When the event becomes a step in the journey and not the destination, “what are you doing after the party?” starts to take on a whole new meaning. So after your major face-to-face events, what are you planning to do?