The day-after watercooler talk centered around the game—and the funniest/most clever commercials. Whether it was kid Darth Vader starting a Volkswagen with his mind , the Budweiser horses that “usually go for two,” or the E-Trade babies talking about investments , the ads that made us laugh and pushed creative boundaries were the winners of the night.
Fast-forward to today. The ads themselves have become secondary to their amplification through social and mainstream media. Beyond that, consider how much PR work leads up to the big game and the ancillary marketing efforts.
Here are five PR essentials for any comprehensive Super Bowl campaign:
1. Pitch reporters leading up to the game. You must generate a groundswell of anticipation for your ad. Build awareness of the campaign with reporters so that it’s discussed on air and on social media prior to launching. There is no reason for your ad to be a surprise, given all the conversations about Super Bowl ads prior to kickoff.
2. Create your own digital content site. Build an original site with content that supports your Super Bowl client. Include things such as interviews with the actors, behind-the-scenes peeks with the director, and research interviews with consumers prior to airing. Invite media outlets to download content as needed for their advance reports. Be sure to include social media tags and an RSS for dissemination of new content in a timely fashion. Finally, ask journalists for input, so you can provide the content they are eager to spotlight.
[RELATED: Earn recognition and accolades for your PR and internal communications efforts . ]
3. Establish the best social media team ever assembled. Your client is spending over $5 million on this one-hit wonder, so make sure the campaign lives on far after the game itself. The best way is to make a huge social media impact through far-reaching creativity. Esurance did this brilliantly in 2014 with its #EsuranceSave30 campaign, which used a huge cash giveaway on “Jimmy Kimmel Live.” Push hard to make certain the social ideas are woven into the ad concepts long before they start shooting.
4. Don’t forget about your crisis communication plan. The stakes are high when you’re running an ad during the Super Bowl. Whether your campaign gets scrutiny prior to airing for being too edgy, or an unforeseen event happens during the game (terrorism act, severe injury on the field, another commercial dominates the airwaves), be ready to react quickly in any situation. Hopefully you won’t have to tap into this plan.
5. Say thank you. Once the Super Bowl dust settles, you must reach out to the media outlets and personalities that helped give your ad an extra boost. People want to see their efforts recognized, and they will remember those firms that go out of their way to say thank you. Whether it’s a personalized letter from the client’s head of marketing, the director of the commercial, or the celebrity in the ad (if applicable), it will make someone’s day and put you in a great position to ask for help in 11 months when the next big game comes around.
Michelle Olson is the head of the Scottsdale office for Fingerpaint . She has 30 years of public relations experience and is a director on the national board of PRSA.
(Image via)from PR Daily News Feed http://ift.tt/2jFqvtb
No comments:
Post a Comment