Super Bowl | Hashtag #FAILs

Hashtag #FailSome said that this year’s Super Bowl was going to be the “Year of the Hashtag” which was something that I was fairly excited about. Something about real-time, individual interaction coupled with Mass reach is something that is such a great opportunity but hasn’t really been harnessed to its fullest possibility. However, the Super Bowl commercial integration was a bit of a let down. It seemed that most companies that tried to leverage hashtags seemed to think of them as an “add on” instead of an integrated strategy. A company hashtag is just another link without value. Here is what we saw this year in regards to hashtags in commercials.

A company hashtag is just another link without value.

Hulu’s #mushymush was something that was so obscure on the commercial (and was only present in 1 of their 2 commercials) that when visiting it, there was no fulfillment of anything. The conversation following the CTA on the commercial was very disjointed, very disengaged. The hashtag was Sponsored by Hulu, but there was little to no extra value.

Bud Light’s #makeitplatinum was another miss of epic proportions. The CTA tried to drive to a conversation that was a bit more populated and engaged. It seemed the marketing team knew that there needed to be a conversation around the hashtag before they displayed it on their commercial… So they paid for it. The first tweet that I saw when I visited the hashtag was a “Paid” tweet; someone tweeting on behalf of the brand with some paid exchange. Not the conversation piece that I, as a consumer, want to jump in and participate in.

Audi’s #solongvampires was something that needs to become some sort of a case study of what not to do… The hashtag seemed like a great extension of the commercial and really hit on society’s love for the Vampire culture, so I was in awe of what I saw when I visited the hashtag… The hashtag was sponsored by Kia, not Audi. Talk about confusion and competition on the individual level. When working on a hashtag that is an extension of a multimillion dollar commercial, spend the extra money to Sponsor the hashtag…

Best Buy’s #betterway was a great commercial with some cool digital extensions (Shazam CTA, hashtag, URL) with some amazing tech innovators featured in the spot. With Best Buy being such a great innovator on the Twitter platform, I was hoping to see a bit more. It seemed a bit quiet and the users didn’t quite know what to do with the conversation. There was no engagement from the brand and no real value besides the Sponsored tweet deal.

Another thing that was missing for the “Year of the Hashtag” was company/brand involvement. Utilizing the biggest Mass platform known to man (the Super Bowl commercial) to drive engagement on one of the most intimate platforms, you need to be present and have a plan to engage. All brand sponsored hashtags during the Super Bowl seemed to miss this HUGE opportunity.

Taking a consumer from a Mass medium to an intimate platform needs to be strategically planned and nurtured in order to fulfill promises and cultivate conversations.

When planning hashtag use within a campaign, companies need to make it an integrated driver of the campaign and not an add on to a commercial. Taking a consumer from a Mass medium to an intimate platform needs to be strategically planned and nurtured in order to fulfill promises and cultivate conversations. There is a reason the consumer would visit your hashtag; it is your duty to fulfill that need. Also, a quiet hashtag is one that never gets visited or followed. If you display a hashtag on your TV commercials or other marketing media, you must have a team of internal brand advocates communicating for your brand. Engage when needed, answer questions, be present.

 

Photo courtesy of Flickr.com – misspixels

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One Response to “Super Bowl | Hashtag #FAILs”

  1. Fierrieveanig July 14, 2012 7:01 pm #

    Dogs, cats, hamsters, fish, parrots – who do you prefer? Or maybe what that bottomless animals – snakes, crocodiles, lizards, monkeys?

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