The Super Bowl is the Holy Grail for marketers. For content marketing agencies specifically, that means they better not fumble during their coveted (and very expensive) ad spots with creative content plays.
According to Market Land, 57% of the commercials aired during Super Bowl XLVIII contained hashtags this year, up 7% from 2013. Last year, 5.3 million people sent out 26.1 million tweets during the course of the entire game. That’s one heck of a super social bowl. Sharing content and joining in conversations alongside brands has become a mark of success for Super Bowl marketing in recent years.
Here are a few brands that went beyond the basic game day video and scored big with their Super Bowl XLVIII content marketing strategy.
1. Esurance gives viewers a chance to win big with a hashtag
The #EsuranceSave30 campaign is pretty hard to beat. It’s clever. It’s mobilizing. It probably resulted in bigger brand awareness, if not an uptick in customers. Esurance reinforced its mission to save customers big bucks by buying the ad spot right after Super Bowl XLVIII – saving the company $1.5 million or 30% of ad space.
The ad, featuring “The Office” star John Krasinki, announced that one lucky Twitter user could win $1.5 million by tweeting #EsuranceSave30. You guessed it; this is when Twitter blew up. Esurance and the Seattle Seahawks won big that night.