Samsung Electronics America is tapping the social web in its promotions leading up to the Super Bowl on February 1, 2009. The Super Bowl is one of the most watched sporting events in the United States and, it is broadcast globally. Brands pay big bucks (over $2 million is not unusual) for a 30-second advertising spot during the Big Game that is likely to be seen by well over 100 million people around the world. Samsung is counting on it with its new marketing campaign.
Samsung has created an entire campaign around its 30-second ad buy during the 2009 Super Bowl Pregame. The campaign is called “That’s How I See It” and is intended to hype Samsung as the Official HDTV of the NFL – a sponsorship title I’m sure they paid heavily for.
Samsung will leverage the social web and the power of user-generated content in the months leading up to its 30-second investment by asking people to create videos showing how they enjoy preparing for and watching the Super Bowl. Videos can be submitted through the NFL website at NFL.com/SuperAd from November 20 – January 3, 2009, and visitors to the site will have a chance to view a selection of those videos and vote for the best one.
A mobile studio will also visit NFL stadiums beginning on September 4, 2009 to record videos from fans about what they like to do during the pregame (I’m assuming tailgating will be popular) and their best football memories.
To ensure there is no way this campaign goes unnoticed, television commercials will support it, and celebrity endorsements from NFL players, Regis Philbin and Alice Cooper (strange mix of people, I know), recorded videos and messages that will be available on the Samsung website throughout the campaign.
I have to give Samsung credit for utilizing the social web for part of their Super Bowl campaign rather than simply filming an attention-getting commercial to air during the Big Game and leaving it at that, hoping the ad creates a buzz on the Monday morning after the game. Let’s face it. Brands that don’t incorporate social media marketing into their marketing plans will find themselves in trouble in the long-run. Sure, you might not know the best ways to use the social web to grow your business and brands, but no one else does yet either. It’s all about taking risks, experimenting and learning. The worst action is no action when it comes to social media marketing.
What do you think?
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015