As the mother of all TV programming approaches, yep that’s right the 2011 Super Bowl, marketers are utilizing more than the $3 million 30 second TV spot. With social media campaigns backing most major brands, this year social and digital media will be a game changer for Super Bowl ad campaigns. The brands that think they can only rely on “let’s do a Facebook contest” won’t stand a chance against the innovative social media approaches some brands are carrying out.
Two of the leading brands in this Super Bowl social media craze are Mercedes and Audi. Both have unveiled high-profile social media contests with prizes to die for. So what do you have to do to win an exhilarating R8 drive at the Audi sports car experience in Sonoma, California or a brand new Mercedes-Benz ? You have to be the best at using social media to socially and digitally tout the foreign brands before and during the big game.
Let’s take a closer look at these’s brand’s tactics:
Mercedes-Benz: They launched “The World’s First Twitter-Fueled Race” (catchy copy). The contest will award 2 new cars to a pair of social media geniuses. The team that garners the most Mercedes tweets, Facebook “likes” and other social media and digitally related instances by game day WINS! Sounds like a pretty good deal to me…tweet away people!
Audi: Audi’s approach is aimed at saying goodbye to old luxury and hello to Progressive luxury. Their contest, “The Audi Prgressive Luxury Trade Up” Twitter contest invites people to compete for the most creative definition of Progressive Luxury by including the hashtag #Progressls and the http://audi.us/ProgressIs URL in their tweets. The top 10 tweets are awarded old luxury prizes with a chance to trade up to new luxury prizes. The grand prize is R8 drive at the Audi sportscar experience in Sonoma, California where winners will enjoy the ultimate in progressive luxury and a $25,000 donation by Audi in their name. The hashtag will also make an appearance in Audi’s 60 second game day commercial, making social media history.
Both these social media campaigns are innovative, exciting and successful at getting consumers involved in the action. I’m excited to see the winning results.