Marketing advice to brands: taking a risk approach to social media

This year's "Super Bowl" rugby game is over, and advertisers are eager to see whether their brand managers and advertising agencies have worked hard to make it work. This year we saw many common theme ads such as animals, cute babies, and so on, but we also found that some advertisers chose to take risks. Audi may have been missed for the "Vampire Party" ad, but the carmaker has attracted a group of female viewers to buy its car because of the "Twilight" of its sponsorship of the film. Fiat's "glamour" ads may be more appealing than the sizzling steak, and I bet no one will be surprised to see the ad.

Risk strategies are reflected around the world, especially in the way that http://www.aliyun.com/zixun/aggregation/6278.html "> Advertisers use social media." After getting the ratings, the next step is to get more attention on Twitter. This is a battle. Getting as much attention on TV as possible is just the first step, and the ultimate goal of advertising, at least within days of the game, is to let consumers talk about it in the social arena.

Some of the ways brands have taken this year may be extreme. But the potential rewards are huge, and the exposure continues into overtime.

All links to social platforms ... But how fast is the best?

So far, most Super Bowl advertisers have inserted some kind of Internet appeal into commercials. Some are calling them directly into the brand's Facebook page, while others are calling on Twitter via hashtag. This year we also saw other beta ads, that is, two times links. In its "excellent basketball" ad, Bridgestone (Bridgestone) takes viewers into its branded web site, and then takes viewers further into their Facebook pages with prominent home pages and links.

Although this strategy is bold, it is very instructive. The brand's Facebook page provides a wealth of product information. Of course, this is really a good place to take advantage of the Super Bowl TV advertising message, but how likely is it to translate directly into sales? Taking consumers to the branding page, a filter is set up first-only for qualified prospects and differentiated by different circumstances. Users who are only interested in "Super Bowl" information can go to the Facebook page to see more ads. And those who are really interested in the product will find that they come to the place where they really want to see more product information.

Strategically use Facebook Ads to generate more post-game topics

Facebook has played an essential role this year in sparking an audience's excitement over the Super Bowl ad. Early-stage brands that have leaked advertising use the Facebook platform to increase viewers ' attention to later ads and encourage them to share the ads online. When the game is over, the brand owner still relies on the site to keep the discussion flowing. The effect is more than a brand Facebook page full of extra ads related to the Super Bowl. Or, at least, the effect of this approach should outweigh the effects of the brand Facebook page.

One way to ensure that brand interaction does not end with user access to Facebook pages is online advertising. Facebook-sponsored ads can take users to the advertising area and vote for their favorite ads, providing the brand with the opportunity to further expand affinity and user support. Once consumers are less interested in your Facebook content, it also gives them a place to be. In addition, if you add accurate advertising positioning, you can even attract potential customers to avoid other advertisers.

For example, instead of taking consumers to their Facebook pages, Cars.com uses a portion of the post-game Facebook ads to bring users to the "Super Bowl advertising measurement area" in "Today's America". This is a Facebook application that allows users to rank ads this year. In this way, the car research company can invite users to watch the Super Bowl ad again this year and vote on it. And these things are done in the same place.

To further consolidate its Super Bowl message (and brand philosophy)-"confidence comes from standards"-Cars.com also runs other Facebook ads, combining Cars.com's philanthropic activities, and asking users to share things that make them confident.

To be honest, it's hard to guarantee the desirability of adding risk factors to millions of of advertising investment, but the above branding activity confirms that this is really an effective way, and it makes the game more interesting.

(Original starting on February 9, 2012, compiled: Zeng Cui)