Q: WHICH NETWORKS ARE IMPORTANT FOR ME TO BE A PART OF?

PLATFORM MAPPING // 3 CONSIDERATIONS

To determine the right platforms, we must map content based on three key considerations:

ETIQUETTE

What are their behaviors?

TARGETWho are the users?

OBJECTIVE

What are the users looking for?

TARGET ETIQUETTE OBJECTIVE

Adults 18-49, split between men and women, 2/3 of online adults

Daily interaction with established communities

News and updates, moments of surprise and delight

Adults 18-29, split between men and women, 16% of internet users on twitter

Use throughout the day, real time trend-driven conversations

Short communication, real-time updates

55% women 45% men, ages 45-54 highest percentage of users

Video consumption, search Catalog of video content

Adults 18-34, 67% men, technically savvy

Sharing content with niche communities, increase SEO

Technical information and discussion

13 million usersStop-action, loopable, embeddable, remakes, timely & trending

Discovery of creative interpretations

80% of users are ages 30+, average income is $83,000, users are affluent and educated

Individual and company professional tracking

Professional networking

PLATFORM MAPPING // 3 CONSIDERATIONS

Social Media platforms: Facebook, Twitter, YouTube, Google+, Vine, LinkedIn

Q: SUPERBOWL 2014 SOCIAL MEDIA WINNERS AND LOSERS?

WHAT IT IS: • Radio Shack debuted an 80s giveaway to celebrate the brand “giving the store back to the

80s”. They utilized social to give away relics from the 80s legends featured in the commercial, like Hulk Hogan’s bandana.

WHY WE LOVE IT: • The new brand persona was engaging and delightfully self-aware.• The giveaways were simple, but worked well with the ad campaign and allowed for more

open conversations with fans on social instead of putting their energy into reactive real time content related to the game.

KEY INSIGHT: • Fans appreciated the honest and entertaining content.

WINNER: RADIO SHACK

WHAT IT IS: • Oreo opted out of live-tweeting during game this year.

WHY WE LOVE IT:• By starting the game out with a simple tweet, including a pun reference to their very popular

tweet last year, they remained a topic of conversation with little effort.

KEY INSIGHT:• Social lends itself to an infinite number of real-time opportunities. Be selective.

WINNER: OREO

WHAT IT IS: • Tide avoided purchasing their own ad by utilizing Vine to respond to other brands’ content.

WHY WE LOVE IT: • This approach lead to low-cost, real-time impact.

KEY INSIGHT: • Preparation is 95% of the battle. • Own an emerging platform where possible.

WINNER: TIDE

WHAT IT IS:• Cover Girl shared real-time photos and Vines that recreated key moments of the game

with their nail polishes acting as the “players”.

WHY WE LOVE IT:• A cosmetics brand seemed like an unlikely fit for the Super Bowl, Cover Girl found a fun

way to insert their product into the Super Bowl chatter.

KEY INSIGHT: • A little creativity can go a long way in making a seemingly unrelated product relevant in

an unexpected way that catches the fans’ attention.

WINNER: COVER GIRL

WHAT IT IS:• The Muppets took over Toyota’s Twitter feed providing custom content to interacting fans.

WHY WE LOVE IT: • The social activation worked in concert with the onair ads during the game. • It was refreshing to see Toyota and the Muppets focus on real conversations versus

virality.

KEY INSIGHT: • Connecting with the consumer will create fan growth and loyalty that surpasses a

single event.

WINNER: TOYOTA & THE MUPPETS

WHAT IT IS: • Esurance bought the first commercial following the Super Bowl and offered $1.5 million to

one of the people who used #EsuranceSave30.

WHY WE LOVE IT:• The ad caught people just when they thought the excitement was over.• They offered a reward that directly reflected the benefit the product can offer.

KEY INSIGHT:• Fans need to be motivated to interact.

WINNER: ESURANCE

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LOSER: JC PENNYWHAT IT IS: • JCP published typo-riddled tweets to drum up buzz leading to a “big reveal” that turned out

to be a promo for mittens.

WHAT WENT WRONG: • The attempt felt stale and a little desperate. • While JCP earned a lot of coverage for the stunt, the driver to an actual product, quickly got

buried by the negative chatter about the stunt

KEY INSIGHT: • Content that feels forced will not be accepted by the audience on social. Content should be

natural and relevant.

LOSER: ALLSTATEWHAT IT IS:• In another attempt to reference Oreo, Allstate utilized their personality “Mayhem” to

encourage consumers to turn off the TV and create their own blackout moment during the biggest televised event of the year.

WHAT WENT WRONG:• Asking consumers to share content is always a high ask, but to instruct people to turn off

the TV event of the year, create a video of it, AND share it with Mayhem in social was a series of unrealistic asks that were not engaging or particularly creative.

KEY INSIGHT:• Create a realistic barrier to entry if you want fans to engage.

WHAT IT IS: • Maserati created a cinematic ad that portrayed them as the underdog.

WHAT WENT WRONG:• Viewers pushed back on the brand calling themselves an underdog when they are priced

too high for the average consumer.

KEY INSIGHT:• Be true to your brand. Consumers will see through any attempt to do otherwise.

LOSER: MASERATI

WHAT IT IS: • As social conversation becomes part of the larger “Super Bowl experience,” non of the

league or network partners made a move to monetize social content or social ad buys.

WHAT WENT WRONG: • Social conversation is getting monopolized by other brands.• There are untapped possibilities to provide exclusive content that would resonate

strongly with fans online during the game.

KEY INSIGHT:• Social is becoming part of the experience of many real-time events. Ignoring this

avenue will continue to lead to missed opportunities.

LOSER: NETWORKS AND LEAGUES