For marketers, football is only half of the excitement involved in the super bowl. The matchup that often interests us more takes place during the commercial breaks, as advertising heavyweights battle for buzz and attention with multi-million dollar ad spots.
However, last night’s big game saw a clash of a different kind: a battle between old school marketing and new.
A Change to the Gameplan
Early in the second half, the power in the Superdome went out, leaving players, fans, and viewers confused and impatient. Unsurprisingly, millions of suddenly under-stimulated viewers took to the internet to look for more information or to add their voice to the growing tide of comments about the blackout.
Brands that had shelled out millions for their ad spots were suddenly paralyzed as consumers switched screens, moving from their TV to their phones, tablets, and laptops. The captive audience of millions that creates much of the value behind multi-million dollar ad spots simply disappeared.
Calling a Marketing Audible
For most advertisers, this switch was a huge blow, but for agile, tech-savvy marketing departments, this blackout provided the perfect opportunity for a coup of old school marketing strategies. Brands like Oreo, Tide, Audi, and Duracell captured the attention and hearts of millions with their timely, topical marketing. Check out a few of the examples below:
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Sending some LEDs to the @mbusa Superdome right now…
— Audi (@Audi) February 4, 2013
— Tide (@tide) February 4, 2013
The Age of Agile
The 20-minute blackout shed light on the importance of developing a well-rounded, agile marketing department. Your audience is never stationary anymore. Your marketing target is always moving. Audiences expect relevant, real-time engagement from brands, and are willing to reward those that provide it with their attention and engagement.
The modern marketing department needs to have the following characteristics to be successful in today’s fast-paced marketplace:
- Short-term goals
- Quick execution
- Review Process
To learn more about how to keep your marketing team agile, check out Pardot’s recent webinar “Agile Marketing: Save Your Sanity,” and start generating Super Bowl-sized results for your team.