Creating a clever Super Bowl commercial takes time, talent and a lot of money. So in order to make the very most of their investment, Super Bowl advertisers are trying something new this year – using social media to pre-advertise their advertisement.
Bud Light, Audi and HomeAway (?) have all launched Super Bowl ad related campaigns on Twitter and / or Facebook but the one that’s really sparking interest is the Mercedes-Benz push.
The luxury car company is running a “Tweet Race.” On Wednesday, four teams will set out from four major cities on their way to Dallas, Texas, each driving a “specially-outfitted” Mercedes-Benz vehicle. The cars will be “Tweet Powered,” meaning that they’ll gain ground based on the number of Tweets their team receives. Sounds complicated but it also sounds like something people will really get behind.
What’s perplexing to many, is the target audience. Since when is Mercedes-Benz a Twitter kind of product? Jay Baer, of Convince & Convert, called the campaign “down-market.” Or maybe it’s just the company’s attempt at drawing in a younger audience. Surely that’s what Best Buy was going for when they hired Justin Bieber for their Super Bowl commercial. Then again, maybe the guy who decided to pair the mop-top moppet with classic rocker Ozzy Osbourne is an advertising genius. The goal is, after all, to get everyone talking, and this ad has already generated a large amount of press and social media buzz.
What all these companies are doing right, is not putting all of their dollars into one piggy bank. By using social media before, during and after the Super Bowl, they’re turning their 30 seconds of fame into a month-long journey.
Will the Tweet Race result in an uptick in sales at Mercedes-Benz? We’ll probably never know but at least they’re trying some fresh and fun.