How to get 2 billion impressions out of your Super Bowl campaign
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By: Jared Augustine
As always, the Super Bowl was filled with dozens of commercials. Brands big and small look to capitalize on the audience of over 172 million people who tune in to the game at one point or another. Some brands, I’d argue the savviest, look to amplify their Super Bowl campaigns on social media. Avocados From Mexico did just that.
Per Entrepreneur, AFM managed to receive over two billion impressions before the Super Bowl even started, largely via content that included celebrities and influencers surrounding the hashtag #AvoSecrets.
The campaign encouraged people to share recipes for a chance to win prizes. On the AFM website, they shared a gateway for people to access all parts of the campaign on an interactive cell phone. The “phone” provides links to all social media platforms for the campaign as well as some entertainment apps that users can engage with on the site.
Social media influencers played a huge role in the success of this campaign. Jeremy Piven was one of the major actors, who not only posted traditional social media ad content, but also was answering questions of people who tweeted at him. Piven’s engagement with followers encouraged more people to participate in the campaign and increased its visibility on social media.
AFM also had former NFL player Tim Tebow conduct a 25-minute Facebook Live video where he shared his guacamole recipe. AFM sets up the anticipation and conversation surrounding their commercial that will be aired during the Super Bowl by using a football player and well-known actor as their influencers.
In addition, various micro-influencers and bloggers participated in sharing the campaign with their followers on Twitter. Ivonne Kinser, the digital marketing director at AFM explained to Entrepreneur, “Everything we do within our Super Bowl campaign is done with the intention of having people participate in our conversation.”
The AFM brand can gain more attention because of the interactions between influencers and followers. Kinser adds, “With that conversation comes genuine, authentic word-of-mouth interaction, and advocacy that does more than any strategically crafted message can”.
AFM’s goal is to encourage everybody to post about their brand and the campaign. By using social media influencers and their genuine interactions with fans, AFM gains extra attention through word of mouth marketing.
Although Super Bowl commercials reach a large audience, there is no comparison to the reach that social media can give brands. AFM was extremely successful in launching their campaign online pre-Super Bowl to gain attention before the commercial aired during the big game. AFM created a successful advertising campaign for their brand by enhancing their traditional Super Bowl advertisement using the power of social media.
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