Real-Time Marketing Wins Super Bowl, Again!

It truly is amazing what one tweet can really do these days. It can ruin your career, engage your fans, or even start a marketing revolution. Around this time last year, the marketing community was in awe over Oreo’s well-timed and perfect tweet, “You Can Still Dunk In The Dark”; a clear response to when the lights went out at the 48th Super Bowl. This was a clear statement against traditional advertising and marketing as while companies spent millions dollars on seconds of airtime hoping for some sort of audience engagement, Oreo spent zero dollars and guaranteed itself not only thousands of responses in just a few moments but also a place in social media history as many consider it to be one of the best tweets of all time.

    Following in the footsteps of Oreo just a short year ago, dozens of companies tried their best on social media to wrestle up some good old fashion audience engagement. Here is a review of some of the best tweets and real-time marketing from this year’s Super Bowl!

Hilary Clinton’s Big Moment: While of course most of the successful real-time marketing and social media posts were done by big brands, you have to give credit to the former Secretary of State who delivered a relevant and well-timed tweet. As Clinton’s tweet read, “It’s so much more fun to watch FOX when it’s someone else being blitzed & sacked! #SuperBowl” As the Broncos faced smothering defeat at the hands of the Seahawks, Clinton reached success with this classic joke on Fox’s coverage. Politics aside, Clinton’s tweet got her over 57,195 retweets and 42,150 favorites; overall over 100,000 accounts directly reacted to her tweet. That certainly seems like a win for Clinton.

JC Penney’s Odd Tweets: For the majority of the game it appeared as if JC Penney was experiencing a public relations disaster. Each tweet they released appeared to be all jumbled up and misspelt (Example A). To make matters worse for the company it appears that other marketing departments used this weakness as a chance to capture some great real-time engagement or themselves. As Coors Light tweeted, “.@JCPenney We know football goes great with Coors Light, but please tweet responsibly.” Funny? Absolutely, but at the end of the day JC Penney got the last laugh as they revealed the real reason for the funky tweets. The entire time the person who was handling their twitter account was wearing JC Penney’s new line of Go USA mittens, making for a great announcement of their latest product.

DiGiorno’s Big Diss: As the Seattle Seahawks continued to pour on the points against the tragic Denver Broncos, more companies took advantage of the bad situation. By far the best tweet poking fun at the lop sided game was by DiGiorno Pizza. The DiGiorno Pizza PR team took the opportunistic moment to tweet, “YO, THIS GAME IS LIKE A DIGIORNO PIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES #SuperBowl #SuperSmack #DiGiorNOYOUDIDNT” Even though that was a great tweet for DiGiorno Pizza, the sympathy for the Broncos was never felt. It is doubtable that Peyton Manning cared much though. Manning supports Papa John’s all the way!