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For brands, the 2014 Super Bowl is played on social networks
Patricia Molina| 5 de febrero de 2014
Roberto Ricossa, VP of Americas marketing at Avaya, a global provider of communications solutions, shared with PRODU some wise words about a trend that is more of a boom every day.The halftime advertising during the National Football League championship can last an hour, but that time is multiplied several times for advertisers.The idea is that those few seconds off fame are muiltiplied on social networks and bounce the brand among millions of users. Now consumers wait anxiously for the advertising breaks, not just to see the new spots but, more importantly, to discuss them with each other. A survey by the market analysis firm Lab42 shows that 39 percent of respondents were more interested in the commercials than in the game.While the size of the Super Bowl audience is impressive 100 million fans the rebounds on social networks double year after year, so that the online marketing becomes more critical for the brand than ever. Thats why companies have speeded up the inclusion of Twitter hashtags as a strategy to interact with consumers.The challenge for advertisers is to make that connection. Advertising is no longer passive, never just on one platform, even with all the risks this implies: millions of dont likes can be fatal. Which is why brands test their spots on social networks before the big game.
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