Tuesday, February 5, 2013
As a follow-up to my Punt, Pass, & Kick: Email, Mobile, & Social Misses at Super Bowl XLVII post yesterday, our incredibly talented design team has whipped up an infographic to capture just how few of the Super Bowl advertisers sought to drive viewers to engage on the web or via mobile and social channels. When viewed in this format, the missed opportunity is pretty striking.
One other quick thought...can we really even say that an advertisement is "social" if it just throws up a Facebook icon, Twitter icon, or hashtag without any further explanation? Should we be providing viewers with context as to why they want to engage with us via email, mobile, and social channels--even if it takes precious seconds away from our 30 second commercials?
I fear our marketing bias is killing what could be engaging calls-to-action. Bottom line, we have to stop assuming that each and every consumer knows what a hashtag is--let alone a social icon. Take the time to be explicit about what you want commercial viewers to do and, if you must, have a more singular focus on one channel of engagement per commercial in order to build your audiences more effectively.
With that, we hope you enjoy the following visualization of our Super Bowl data crunching.
Looking for more tips to help improve your social engagement? Check out Social Media Quick Plays.