A whopping $4 million is what was spent in 2013 for 30 seconds of airtime during the Super Bowl commercial break. A whopping amount. How cool would it be to reach the massive audience of the Super Bowl without spending this astronomical amount? Sounds good, right?
Cookie brand Oreo did this in 2013 when the power went out for half an hour during the third quarter of the game.
Oreo’s social media team capitalized
A on the power outage with the above tweet. What followed were over 16,000 retweets, phone number list 20,000 likes on Facebook and a huge amount of free attention on television and other media. Lisa Mann (then VP of Cookies at Mondelez International) indicated that this one tweet generated over 525 million earned impressions . That is more than five times the number of impressions of a regular Super Bowl commercial. A success to be jealous of!
The battle for attention
The battle for the attention of the consumer has probably never been as fierce as it is now. You can see it in the enormous amounts that organizations spend on advertisements, but you can also see it in your own Facebook timeline. Where companies on social media used to be able to reach the target group en masse, they clean email are now not only fighting for attention with other organizations. They also have competition from a mass of memes, cat pictures and your grandma’s birthday wishes.
Social networks like Facebook use a smart algorithm to determine what users like you and me would like create irresistible content to see on our timeline. Do cat videos grab my attention? There is a good chance that I will see more cat videos in my timeline in the future. The algorithm takes on the role of digital editor that determines what we see on social media.