Most Superbowl Ads Fail to Go Beyond a One-Commercial-Break Stand

Super Bowl-18

So Superbowl happened, and one thing that every marketer will be talking about for the next few weeks are the ads. I watched them all, and I have to say that I’m quite disappointed, and not just with the general level of creativity — with Teleflora being most pathetic, — but with how many companies have failed to extend the conversation to social media.

Personally, I expected that this year more businesses would try to drive traffic from their TV impressions towards one of their social media channels. Samsung did a good job with its “Party continues on Facebook,” then Bud Light successfully threw in a dog rescue message at the end of its spot. Yet, most of the companies did the same thing they’ve been doing for decades: show an impressive visual with some music or voiceover and hope that it’s gonna stick.

Why This Is a Problem

Social media is a two-way channel that allows brands to interact with customers on a continuos basis, build relationships and keep the conversation going. This ability to keep marketing to the same people over time is social media’s main and most powerful advantage. That’s why it is upsetting to see how companies are missing out on an opportunity to go beyond a 30-second spot. Why wouldn’t you want to keep engaging with people after the commercial break is over? This type of engagement could make your RIO shoot through the roof, and yet so many keep ignoring it.

Take-Away for Marketers Who Don’t Have $4M to Waste

Always go beyond one-time impressions. Start by crafting a compelling message, be it in the form of an ad, a speech, a landing page, or whatever. Then ask people to continue the conversation on social channels, and if your message is right, they won’t hesitate to follow you. And once they’re connected, use those social media best practices to keep them engaged, entertained and appreciated.

This is the kind of marketing that will make the most money in the years to come. And being among the first to adopt it can prove incredibly powerful for you and your business. I really hope that the next Superbowl will be a better example of how marketing should be done in the digital age.