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This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 17 days and counting.”
The Premise:
Your boss proudly announces that a fantastic deal on a Super Bowl spot just opened up. Bottom line? You have just weeks to execute a massive integrated campaign. Read our ongoing series to ensure that, when this sort of mad, high-stakes scramble happens to you, you’ll be on your game.
Engage Your Consumer with Co-Created Content
Taking advantage of the online ecosystem, you can excite zealots to work for you for free. Just give them the tools, stimulate their imagination and watch them go. Offer alternative ad creative, extensions, and ways for consumers to share your spot or the key statements of your campaign (camera angles, outtakes, behind-the-scenes, making of, niche-specific in jokes, etc). If your campaign is inventive enough and the assets you provide are engaging, user-generated content–though not without risks–can yield real magic.
Here is where you can leverage your social media approach. Email your database and activate your loyalty programs and social profiles. Show these folks some love and give them an early taste of the campaign or a special extension, anything that helps them feel like members of your special club. Assign “pass-along” tasks with simple incentives and let them carry your message out to the masses.
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