Media Planning & Buying Opinions Social Media

Don't have $4 Million? You Can Still Leverage the Big Game

Posted by Neil Mody on January 30th, 2013 at 9:30 am

It's Super Bowl season and we've all heard the going television ad rate - a cool $4 mil a pop. That's great for CBS, but what can a brand do in a more cost effective way via digital platforms if they can't pony up the budget? Fortunately, there are ways to take advantage of big media events like the Super Bowl to help market your brand from a pure digital play.

1)   Market your content

Content marketing is a great cost-effective tool. Snack food is one of the staples of a successful Super Bowl party, and a content campaign is a great way to stay top of mind before consumers hit the grocery store. Costs for most content marketing platforms start around 10 cents a click, a bit of a difference from the $133,000 a second for the big game.

2)   Buy up some keywords

If you are embarking on a marketing campaign based around the Superbowl, a paid-search campaign can help get your brand in the mix. Typical keyword rates range from only a few pennies to several dollars - not a bad investment if you know what keywords to buy.  Pick basic keywords like "NFL" or "Super Bowl" for the weeks leading up to the big event.  Google's AdWords blog says that basic searches around the Super Bowl will generate more than five million searches per day. Another tip: make sure you're familiar with the current market rates for the keywords in which you're interested. Bidding close to the current rate should guarantee some pretty decent positioning.

3)   Use social media to push your content further.

If you're like most brands, just the thought of purchasing a TV spot during the big game can send you into a tizzy. Luckily, there are many ways to get your video or commercial seen without the ad spend. Push your content and video content through all the relevant social channels (it's free!) like Pinterest, Facebook, Twitter, and YouTube. Pinterest gets more than 104 million visits per month; Facebook has more than 1 billion active monthly users; Twitter sees more than 175 million tweets go out per day; and YouTube has more than 4 billion hours of video watched each month.  The influence of social media exploding, but the content a brand creates and distributes has a longer shelf life than a traditional TV spot.  Just make sure you promote the links on your web site and social channels to drive traffic.

Utilizing these three techniques could cost you a tiny fraction of a traditional paid television ad, and still ensure some darn good brand exposure.

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