An Ignoble Experiment: How to tap digital to score points with Super Bowl fans

Created for ignoble.experiment@arconati.us | Web Version

February 2, 2022

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The Big Story

Which brands are winning social ahead of Super Bowl?

(PepsiCo)

PepsiCo, the Super Bowl halftime show sponsor, was mentioned 20,700 times on social media from the beginning of September 2021 to the end of January, with 39% being positive, according to research by Hootsuite and The Drum that analyzed social brand mentions and sentiment ahead of the game. The research shows food and beverage brands, including Avocados From Mexico, ahead for positive sentiments, while automakers are lagging.

Full Story: The Drum (free registration) (2/1)

How to tap digital to score points with Super Bowl fans

Brands can bypass expensive TV budgets and still engage with Super Bowl fans, suggests Postscript CEO Adam Turner. Consider texting fans with relevant videos, memes or GIFs to react to real-time game events, give consumers the opportunity to compete for rewards or vote on topics such as the halftime performance, and plan ahead so your team is ready to react, Turner writes.

Full Story: Adweek (1/31)

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Connecting & Collaborating

Sour Patch Kids' recipe for social success

(Mat Hayward/Getty Images)

Sour Patch Kids has amassed a large social media following, including 1.4 million TikTok users, by focusing on a "delicious-looking product," learning what resonates with users and using real-time trend optimization, says Shelby Jacobs, 360i's social marketing manager who spearheads the brand's social activations. Jacobs advises other social media managers to push the creative envelope slightly, take small risks and provide data to quantify efforts and build client trust.

Full Story: Adweek (2/1)

5 must-have B2B social strategies for 2022

Five major trends for business-to-business social media marketing this year are video, storytelling, paid ads, building communities and tapping more niche platforms like Pinterest, TikTok and LinkedIn, Nick Leighton writes. "B2B social media engagement must acknowledge the actual human person on the other side of the scroll," Leighton advises.

Full Story: Forbes (tiered subscription model) (2/1)

How to engage B2B buyers with explainer videos

Explainer videos can be used by business-to-business marketers at each stage of the customer journey, writes Sabrina Tessitore. Encourage sales teams to use explainer videos in sales pitches, incorporate them into email campaigns, and use them to raise awareness and generate leads on social media, Tessitore writes.

Full Story: MarketingProfs (free registration) (2/1)

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Marketer Moments

Ad Council, Amazon show the diversity of love

(Ad Council/YouTube)

The Ad Council's latest work for its "Love Has No Labels" campaign features a collaboration with Amazon for Valentine's Day that enables Alexa users to ask, "Alexa, what is love?" and hear answers from a diverse range of people. A 30-second spot directed by filmmaker Rodney Lucas showcases the campaign's diverse voices, and the push is running across Amazon audio and streaming, digital and social media.

Full Story: Muse by Clio (2/1), Ad Age (tiered subscription model) (2/1)

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Platform News

Tubular launches social video insight tool

Tubular Labs' Tubular Consumer Insights, which connects social video viewing to e-commerce habits, is now available. The tool monitors public viewership on sites such as YouTube, Twitch and Facebook, then matches it with shopping activity on Amazon to help brands improve ad targeting, content creation and finding influencers.

Full Story: Forbes (tiered subscription model) (2/1), Next TV/Broadcasting+Cable (2/1)

Advertising drives Alphabet growth
The Verge (2/1)

Twitter highlights analytic, creation tools in Toolbox hub
Social Media Today (2/1)

Social Shareable

Washington Commanders reveal goes viral

(Washington Commanders/Twitter)

The Washington Football Team officially revealed its rebrand by Code and Theory and its new name, the Washington Commanders, in a Twitter video that attracted more than 1 million views within two hours of being posted. The video celebrates the team's legacy and its new look, accompanied by the copy, "One legacy. One unified future. We are the Washington Commanders."

Full Story: Ad Age (tiered subscription model) (2/2)

About the Editor

Mike Driehorst

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