It won’t be your father’s social media on display Sunday during the Super Bowl. Brands and companies didn’t take long playing the catch-up game to make the most of Twitter, Instagram, Facebook and the like. In many cases, Sunday’s big Patriots-Eagles game is the culmination of a season-long strategy marketing a product or service.
“Brands are in the interesting position where they are making big bets before the season on who is most likely go deep into playoffs,” says opendorse CEO Blake Lawrence. “It’s a safe bet in the AFC that if you select a Patriots player, you are most likely to get a long season, a deep playoff run and buzz around that player.”
That’s where Lawrence steps in. Opendorse, a marketing platform that helps the biggest brands in sports share content on social media, recently signed an extension with the NFL Players Association. The company facilitates arrangements between brands and athletes, knowing the stars on field yield great influence but need assistance wielding it properly.
As such, Lawrence, who played college football at the University of Nebraska, stays atop of the latest social media trends. And there’s no day quite like Super Bowl Sunday when social channels transform from open conversations and cat videos into obvious and subtle marketing platforms.
Here are some of Lawrence’s tips to scoring a touchdown through a smartphone.
Know Your Audience
The most important element to a brand maintaining in success is know what got it there. Instead of showing them the money, brands should show their fan base the love by giving them what they want. “The best way to build a channel where people are eager to see next piece of content is to give them what they are looking for,” he says. While companies can also try to push out information viewers may not know about them, they walk a fine line before audiences tune out.
Call Out Fan Bases
When crafting a message for a specific player, it doesn’t hurt to add tie-ins to where the athletes play currently or did in college. “It’s always a safe bet your alma mater and fans of where you went to school would love if you talked about where you went to school,” notes Lawrence. One little nod could lead to lots of retweeting or Facebook/Instagram likes, which generate more views from each channel’s algorithm.
Don’t Stray Too Far Outside the Box
There are 53 players on each sideline who will be too occupied to go social Sunday. Brands should find stars not playing whose message will resonate. For instance, a player on the Celtics or retired Patriots players can amplify a message in New England, and the same is true for their counterparts in Philadelphia. Lawrence notes GNC selected New England-area during last year’s Super Bowl to rebroadcast advertisements to great effect. “It allowed them to be two places at once,” he says.”It wasn’t not just through their brand but with major influencers—athletes—driving the conversation.”