Consider that $3 million you just dropped on a 30-second Super Bowl spot a waste of money — unless you’ve got a smart, calculated search-and-social-media strategy behind it.
Last year, the ads from the big game racked up 99.5 million collective online views and 98.7 million people watched the game on TV.
“Social media provides a longer shelf life for people’s campaigns,” said Anthony Iaffaldano, senior director-strategy and innovation at Reprise Media. “It’s about who’s got a plan in place to take the equity they’re building through all this activity and activate it after the game. Social media becomes more valuable as you continue to engage.”
About 90% of brands had their Super Bowl ads up on YouTube in 2009, estimates a Google executive, although that’s just the bare minimum. A quarter of the brands in the Bowl tapped social networks to try to drive additional comments, ratings and conversation. And more than two-thirds bought paid-search ads against their brands or products.