Thanks to Twitter and the #brandbowl hashtag, I got 90% of my Super Bowl TV spot chatter out of the way last night. So rather than give a Donnie Deutsch-esque rehash of last night’s leftovers, let’s talk about something new: activating audiences.
Not just any audiences, passionate audiences.
Generation X parents who love Star Wars. People who love their VW Beetles so much they already want the brand-new redesigned one that’s not on the market yet. People of all ages who hoover the crumbs out of Dorito bags when no one is looking or don’t even care if anyone is looking. People who waited for the Verizon iPhone for years. People who have never really thought about Detroit before last night but now swell with pride at the thought of Motor City.
As much as I disliked many commercials, some did a fine job of saying “We know how much you love our brand. We don’t care if others don’t get it or don’t like it. This is for you, Mr./Mrs./Miss Brandgeek. Now go Tweet about it!”
It’s official. The Super Bowl commercial has evolved.
The days of holding spots under top-secret wraps for months just to enjoy a thirty-second spotlight that says “Hello there. We are a leading brand.” are gone. And good riddance. Today’s champions share Super Bowl commercials before the pregame even starts and make them an integrated mix of social, paid and earned media. And some brands go for two by lavishing their brandgeeks with love in the process. An effort that usually scores legions of brand-new brandgeeks.
If you’re lucky, you have brandgeeks out there. Make this the year you not only find them, but actually throw some love their way.
It’s a Force worth having on your side.