Learning with Logan: January 30 - February 6

February 7, 2017 Logan Kazman, Social Media Specialist

Do you know what it means to be a social butterfly?

It's not that person you envied in high school who could talk about anything with anyone.

It's the person who can hang with the hashtags, be in the know on which social media giants owns which app and navigate the all the tiny (or huge) feature updates that you had no idea about.

Oh and this all happens well before her first coffee, we might add. 

Logan Kazman, The Tite Group's own social media specialist, is just that person around here. Every Tuesday, she'll be sharing "Learning with Logan" where you'll get the inside scoop on the top social media news of the week. 

As we all know, the biggest football game of the year has also become one of the biggest marketing games of the year as well. While television commercials are receiving the most publicity, it's actually social media that's receiving the most consumer engagement. 

According to Forbes, this year’s Super Bowl received 27.6 million Tweets, Facebook had 200 million interactions, and Instagram saw 150 million interactions. 

Now, let’s dive deeper into some specific examples in this week’s Super Bowl edition of Learning with Logan.

Budweiser on Snapchat 

  • For #SuperBowl51, the popular beer company revived a famous ‘90s ad into a Snapchat game!

  • This game was present within the Snapchat’s Discover panel and was a part of the brand’s takeover of ESPN’s Discover portal. Just like the original commercials, the game challenges different Budweiser bottle teams (light vs regular) as they drive the ball down the virtual field.

  • Hit or Miss: This interactive approach is a fun and playful way for the brand to develop an even deeper connection with their consumers. What I also really love about this Snapchat game is how it brings back a level of nostalgia. All the feels! 

Snickers & Live Video

  • The spot started with Adam Driver who wanders into a Western-themed scene. He is seemingly unaware that the shoot had started. While missing his cue, he ends up triggering all sorts of chaos on set.

  • The appearance of the candy brand's tagline then reveals the gimmick to anyone who might have actually thought the meltdown was real.

  • "You ruin Super Bowl commercials when you're hungry," the brand's familiar punchline read.

  • Hyundai also filmed its spot during the game and aired it right after the Patriots took the win. Tide also shot a sequence that appeared to have seamlessly been a part of the game. While this is a new and often-used creative take of advertising, it’s most definitely not the new standard of advertising.

  • The recent advance of live video on social has encouraged the same idea on TV. "This trend has a lot to do with Facebook Live," said Kirsten Atkinson, VP-media and brand integration at Walton Isaacson. "The social media space pushed advertisers to find unique ways to engage.”

Heinz Smunday 

  • For this year’s Super Bowl, Heinz wanted to get involved but not spend $5 million on a 30 second spot. Rather, they tried to garner attention by advocating for a post-game national holiday.

  • Hit or Miss: While the company fell short of close to 100,000 signatures I strongly believe this playful idea was an excellent demonstration of consumer engagement in the digital space. Of course, Heinz marketers are not the first to suggest a day off after the big game. But they are the first ones to properly brand the idea with a name “Smunday” as well as a two-minute video. The commercial had a strong CTA drive as it invited viewers to take action and sign the petition: Smunday.org.

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