Social-Bowl LVII
Digital Natives
We’re a social first creative agency putting brands at the centre of attention ??
The most social Super Bowl ever
The Super Bowl is the pinnacle of US television advertising but among the celebrity fuelled commercials, there were a few more social media elements than usual. It seems that after a decade of dual-screening (using a mobile phone while watching television) social’s now the star of TV too.?
Social stars on TV
Logan Paul and KSI premiered their newest advert for Prime energy drinks.? Prime spent an estimated $7 million on the 30-second Super Bowl TV spot. Instead of utilising nostalgic big celebrities and glossy production values, they showcased a social aesthetic that made them famous. The average social media post is scrolled past in less than two seconds so if an influencer can win attention in 2 seconds then it is clear they have the power to hypnotise in 30.?
YouTuber Jimmy “Mr Beast” Donaldson had a surprise appearance in a Super Bowl commercial to highlight women in GridIron – he even later on Twitter appeared to question the cost of the media spot stating “If anyone wants to reach 100M people for less then $7M just let me know”.?
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Product placement talks?
You don’t need a TV ad to make an impact at the Super Bowl. Rihanna’s Fenty Brand racked up millions of organic views with their Super Bowl-themed foundation post. Meanwhile, US gym chain Anytime Fitness inserted itself into this year’s Super Bowl without spending any money. Whenever in the broadcast someone – an announcer, a halftime performer, an ad spokesperson – said? ‘anytime’ viewers just had to tweet them for a chance to win a year’s free membership or a holiday to any country where the company does business.
As Doritos have proven social work best together.? In January Doritos launched a teaser for their 30 second ad across their social channels with the help of Jack Harlow.? They invited fans to share dance videos on TikTok for a chance to star in the company’s final Super Bowl ad. It was a true 360 campaign!
Social-first TV
Social has changed every aspect of media and culture - even the once revered TV advert is not immune.? Social-first means that social is the media channel that the rest of a brand’s media should orbit around. From TV ads to Shopper media, over the coming weeks, we will be sharing our thoughts on what social-first means for other media types?.