Home : Blog : February 2013
Topicality Turbocharges Brand BuzzFebruary 11, 2013 by Brand Algorithms
A. The Power of TopicalityThe uniqueness of digital marketing, compared to traditional marketing, is its ability to respond to events, consumers, customers, and competition in near real-time. Whereas a TV or a print advertisement requires production time and the availability of a slot to insert the ad. - all of which may take anywhere between a handful of hours to a full day - a social media post can be turned around in as low as a couple of minutes, while the event or the subject of discussion is still top-of-mind. This fact was well illustrated during Super Bowl XLVII, which was played on 3 February 2013.
The Super Bowl is the annual championship game of the National Football League (NFL), the highest level of professional American football in the United States, culminating a season that begins in the late summer of the previous calendar year. The Super Bowl uses Roman numerals to identify each game, rather than the year in which it is held. For example, Super Bowl I was played on January 15, 1967, following the 1966 regular season, while Super Bowl XLVII was played on February 3, 2013, following the 2012 season. The Super Bowl is among the most watched sporting events in the world, almost all being North American audiences, and is second to football (soccer)'s UEFA Champions League final as the most watched annual sporting event worldwide. (Wikipedia)
Due to its high viewership, advertisement rates during the Super Bowl broadcast are the most expensive of the year: costing as high as USD 4 Million for a 30-second slot this year. As a result of the high cost of airtime, companies spend a lot of time and money designing their advertisements. So much so that the advertisements themselves become a significant part of the event: as much watched and commented upon as the game itself. The attached infographic summarises the winners and the cost of winning the Super Bowl Ad Brawl this year.
That's not the main reason for this blog, though. During the course of the game, there was a power failure that plunged half the stadium into darkness and halted play for more than half-an-hour. Reacting almost immediately to the blackout:
B. Leveraging Topicality
Authored by: Sam Oommen Thomas
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