Digital Game Changers for Super Bowl LII (Infographic) – A Digital Marketer’s Playbook Part 2

Almost everyone knows at least a few football super fans whose sole priority on game day is to stay glued to the TV, tracking yards, catching instant replays, and keeping a close eye on the ref’s calls. However, for most of us the Super Bowl is more than just a game. It’s a time to gather with friends and family over food, play games of your own, and build up excitement along the way. In other words, LII will be an experience and in order for advertisers to reach their target audiences, it’s critical that they successfully integrate themselves into and contribute towards the experience.

In last week’s first segment of #DigilantData’s Playbook for winning Super Bowl campaigns, we covered who’s planning to watch and what they’re looking for before kickoff. Today we’re sharing the next page out of our playbook where we reveal how these fans are taking brand-consumer engagement to a new level, forcing savvy digital marketers to implement game changing tactics to effectively target and convert these consumers.

After this past Sunday’s AFC & NFC championship games took place, fans are beginning to solidify their plans and the buzz around the second Patriots vs. Eagles faceoff is growing. These rivals were cheered on by the very same fans tuning in this year back in 2005, but brands and advertisers are faced with a very different digital ecosystem to navigate for this year’s rematch. At the advent of social media, the Super Bowl was hardly viewed as an opportunity for digital marketers to capitalize on. In fact, New England and Philadelphia’s fan bases didn’t even have many options to turn to if they wanted to make score predictions with friends or find their favorite influencer’s recap of the half-time show. Facebook was a platform exclusively for college students, YouTube was just a few weeks from launching, while all of the other major social networks that marketers and consumers enjoy using didn’t even exist.

This is a strong contrast to recent years where successful advertisements relied on diverse tactics to capture consumers’ attention across a variety of platforms. In 2017 over 90% of Facebook interactions took place on mobile and video content overwhelmingly yielded the highest engagement. Access to versatile native and video inventory, geo and cross-device targeting to reach fans, and a strong programmatic partner to implement an effective media buying plan are a few ways that brands can get the most from their digital ad dollars and celebrate their campaigns’ success on Super Bowl Monday.

California Avocado executed a phenomenal 2016 Super Bowl campaign, taking a few pages from this playbook, launching recipe videos across social media played in real-time  right after food and beverage ads during the game, responding with a pairing of their avocados with the products on screen. Similarly, PepsiCo, whose sponsored the Super Bowl for five consecutive years, worked with Snapchat to create live content during the game and a hashtag #FanCountdown on Twitter to hype fans up while driving sales before the main event.
This year is going to be bigger than ever, so bring your A-Game with #DigilantData’s 2018 Super Bowl Infographic. Check out part 2 and download the full playbook below.
Our second infographic covers the following information:

  1. How do fans consume media?
    • 84% TV
    • 82% Smart Phone
    • 11% Computer
    • 9% Tablet
    • 9% Game Console
  2. Where do they watch the game?
    • 75% at home with TV & Mobile
    • 7% Bars, Restaurants, & Pubs
  3. Which social platforms will users be most likely to turn to while watching the game?
    • 49% Facebook
    • 26% Instagram
    • 24% Snapchat
    • 22% Twitter
    • 18% YouTube
    • 30% Only focused on the game

Download the full Super Bowl Infographic Here
! Don’t forget to share #DigilantData.

Super Bowl 2018 Infographic – A Digital Marketer’s Playbook Part 1

Despite the recent exodus of many television viewers from broadcast TV, on Sunday, February 4th it’ll be hard to come by someone who doesn’t plan to tune in to Super Bowl LII on NBC at 6:30pm EST. Whether you’re a religious football follower or a fairweather fan, a cable subscriber or a cord-cutter, you’ll probably check in to make sure that your preferred team stays ahead or to catch a glimpse of some of the most engaging commercials of the year. Reigning in an average of 111.3 million viewers last year, Super Bowl LI was the fifth most-watched tv broadcast in history.

However, it’s not just on game day and during TV ad time that advertisers can cash in on the Super Bowl fanfare. As the AFC & NFC Championship games on Sunday approach  and fans firm up their plans for the big game, digital media buyers have a phenomenal opportunity to tap into this audience through tactfully planned campaigns with both incredible reach and precision. In this first segment of #DigilantData’s 2018 Super Bowl Infographic, we’ve laid out who your digital media campaigns should reach and what these consumers are looking to purchase.

One of the first things to note when planning your digital media buying for these weeks leading up to the Super Bowl is the increasing diversity in demographics that the event attracts. According to Reuters, female viewership increased 26% from 2009 to 2013 and last year 45% of the audience were women. There’s also a growing number of younger fans that are beginning to watch and host gatherings. In 2015, 69% of NFL fans were millennials and 26% of millennial Super Bowl viewers declared that they solely watch to see the ads. It’s important that digital advertisers reflect these broadening demographics and the diversity of the audience in their creative and strategy.

For marketers that want to score a touchdown and get the biggest return for their digital advertising dollars before football season comes to a close, they need to get smarter by diving into the data. Digilant is here to help.  This post is the first in a two part series of infographics that reveal everything you need to know about Super Bowl viewers and consumers.

Our first infographic covers the following information:

  1. Who are the customers?
    • 74% male
    • 69% female
  2. What are they shopping for?
    • 79.5% food & beverage
    • 10.7% team apparel & accessories
    • 7.7%%  TV
    • 7.7% decorations
    • 3.3% furniture
  3. When  do they shop?
    • Last minute, with the exception of beer
    • Friday & Saturday: apparel, decorations, furniture, & TV’s
    • Sunday: food & beverages


Download the full Super Bowl Infographic Here! Don’t forget to share #DigilantData.

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