Our Initial Thought
Sure, the winner of the annual NFL football finale is crowned “the best” in the world of professional football. And it is the dream of most every high school, collegiate and professional football player to play in this most prestigious event. But one could enter a formidable argument over who will emerge as the biggest winner of the Super Bowl—is it the player, the team owner or the entire NFL?
But Then the Money Issue Kicks In
I would submit that the real winner may be completely unrelated to the outcome of the game, to either of the teams or even to the National Football League. With all of the heightened attention and the escalated costs of advertising for the Big Game, you could make a case that the Super Bowl advertisers are going to emerge as the biggest winner.
With the projected audience of over 150 million viewers and the advertisers paying roughly $3 million for each 30 second spot, you would have to think that they are certainly expecting this outlay to significantly impact their sales.
But In Reality
Even advertisers won’t be the really big winner of this year’s Super Bowl. I think I need to agree with Mitch Joel, nationally renown Social Media guru, author, and event speaker, when he says that “social media—and Facebook in particular, will arise from this year’s Super Bowl as the biggest winner.”
No, I don’t believe that Mr. Zuckerberg’s hugely successful company “Facebook” will actually run his company ads in and around the game. They don’t have to.
Social Media Wins the Golden Ring
Accompanying most every commercial will be some kind of link to a Facebook page. This will include “liking” the brand on Facebook, “learning more” on Facebook, “following” the brand on Facebook, a contest on Facebook and much more. Twitter will get some social media play too, but this is shaping up to be the “year of Facebook.”
With the many calls-to-action driving consumers to Facebook, how much is this advertising and publicity going to cost Facebook? NOTHING—moreover, Facebook will probably make lots of money from the Super Bowl.
All of this attention is going to drive a significant amount of traffic that will push advertising on the online social network to new heights. Brands are currently paying Facebook to set-up some of the many promotions that they are going to run during the Super Bowl.
Additionally, because of the many new and different ways that brands will be leveraging Facebook, the company will be able to use those stories and experiences to encourage other advertisers to work with them.
After the Game Reflections
So, after the game has been played, we consumers will begin debating which advertiser had the most effective commercial and won the “advertiser’s Big Game.” Take the pause to think about who really emerged as the big winner and the impact that all this had on Facebook and the social media network.
Okay all you football fanatics, marketing mavens and salty snackers, time to weigh in—who do you think is the “big winner?”