|
|
This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 10 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.
Content Syndication
Content distribution and syndication is the gift that keeps on giving. Proper distribution and placement of ancillary content and supporting extensions will drive continued engagement that can be measured and leveraged. Before you go wide, test the waters to see what you might be able to wring from a key outlet in exchange for an exclusive debut. If the payoff is not enough, go wide asap, placing your spot and materials with YouTube, AOL, MSN, Yahoo, USA Today and every other aggregator with a one-stop resource for consumers to view Super Bowl spots. Consider tools like TubeMogul (http://www.tubemogul.com/) to ease the effort of distribution and tracking.
Also build grab-able widgets to permit your fans to embed your spot directly into their social network or blog. Widget development for content embedding gives an easy method to track viral campaigns. Widgets can also house brand extensions with content, promotion, couponing, and customer acquisition components within tracking campaign containers.
Of course, you won’t be the only one playing this game, so make sure this effort ties into your search campaign. Integration, remember?
…to be continued -
|
