2017/02/06

Politically charged Super Bowl ads create social discussion

Hashtags less popular in this year's Super Bowl spots | Why B2B brands should be social too | Nielsen: Gen X outpaces millennials in social media use
Created for ignoble.experiment@arconati.us |  Web Version
February 6, 2017
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The Big Story
Hashtags less popular in this year's Super Bowl spots
Just 30% of Super Bowl ads displayed hashtags, a dip from 45% in 2016, Marketing Land reports. Forty-one percent of spots included links to websites, 8% mentioned Twitter, and 6% referenced Facebook and Instagram.
Marketing Land (2/5) 
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Connecting & Collaborating
Why B2B brands should be social too
Business-to-business buyers spend more time researching costly purchasing decisions, which is why marketers should use social to build a connection. Consider profiles on social sites such as Facebook and LinkedIn, repurpose content for different channels, and use social to spark interest around live events.
eMarketer (2/6) 
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Most Read by Marketing Decision Makers
Marketer Moments
Verizon mocks competitors' Super Bowl spots on social
Verizon
(Verizon)
Verizon opted out of paying a hefty price for a Super Bowl spot this year, attracting attention instead by trolling its rivals' efforts on social media. The brand parodied T-Mobile's #UnlimitedMoves ad starring Justin Bieber by posting a video showing some less than nifty dance routines alongside claims that its rival's mobile offerings are indeed limited.
Adweek (2/5) 
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Politically charged Super Bowl ads create social discussion
Super Bowl spots with political messages generated considerable social buzz, including Airbnb's last-minute decision to run a spot touting its commitment to finding homes for refugees. Coca-Cola's ad included a multilingual version of "America the Beautiful," and Budweiser's immigration tale of its founder resulted in the hashtag #BoycottBudweiser trending on Twitter, with users both opposing and defending the message.
The New York Times (free-article access for SmartBrief readers) (2/5),  The Associated Press (2/6),  The Wall Street Journal (tiered subscription model) (2/5) 
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Gap's social campaign stars the kids of its 90s brand celebrities
Gap's new campaign features the kids of its 90s brand faces, such as Diana Ross' son Evan Ross and Demi Moore's daughter Rumer Willis. The "Generation Gap" push includes a digital spot plus extra videos on Instagram, YouTube and Snapchat.
Advertising Age (2/2) 
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Platform News
Snap's IPO filing shows why it's more TV than social network
Incremental device improvements can spur monumental startups
(Peter Macdiarmid/Getty Images)
Snapchat parent Snap last week, in an initial public offering filing, documented that its users watch 10 billion videos per day, with users having a "lean back" experience of TV rather than engaging through social media, Christopher Mims writes. This is further driven by partnerships, including an upcoming six-episode Snapchat Show ahead of BBC's launch of "Planet Earth II."
The Wall Street Journal (tiered subscription model) (2/5),  Variety (2/6) 
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Measurement Matters
Survey: Majority of global marketers believe data is crucial
Almost 80% of global marketers say data is essential to advertising efforts, according to the Winterberry Group and the Global Data & Marketing Association. About 53% of respondents reported an increase in data-driven marketing spend last year compared to 2015.
MediaPost Communications (2/1) 
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Social Shareable
Facebook falls in love with a teacher's welcome note to students
An Australian teacher's welcome note to her fourth grade class has attracted over 14,000 likes on Facebook for its positive message. The letter explains why certain items were included in the pupils' welcome bags, saying, "The eraser is to remind you that [it] is ok to make mistakes. We'll work and learn together, no matter what it takes."
ABC News (2/3) 
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We know the B2B buyer journey has significantly changed, and buyers are reaching out to their social networks for consultations. They look to industry leaders and trusted advisors on social media before making decisions.
Kim Babcock, director of customer engagement at TrapIt, as quoted in eMarketer
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
 
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