Brandience Super Bowl Picks

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The Brandience team reviews the X’s and O’s of Advertising in last night’s game. Which brands made winning plays? Which came up short? And which ones left a bad taste in your mouth? We’re looking at you Chunky Milk.

 

Bud Light/Game of Thrones: #ForTheThrone

I thought this :60 spot was a winner for both brands. The idea to bring both the Bud Knight and the GoT Mountain together was perfect thanks to the established Dilly Dilly campaign (although I wouldn’t mind if this spelled the end for Dilly Dilly). The spot had many unexpected twists outside of the two brands coming together; the death of Bud Knight, the way the Knight was killed and the dragon lighting everyone up at the end. From a strategic point of view, Bud Light has been struggling so partnering with the biggest show on HBO that likely inspired the Bud Knight to begin with is a win for the brand. And for GoT, finding an unexpected way to promote the final season within the biggest ad program of the year has people talking about the show’s return. Not to mention the spot was well written, well shot and well directed. Well done!  – Brian McHale

 

NFL: The 100 Year Game| SBLIII

Now that all of the spots have officially run I have to say my favorite by far was the NFL 100 Year Celebration spot during halftime.  Primarily because of the star studded cast and humor.  I really liked how they included current and former NFL greats from ALL different generations to appeal to all fans and not just certain generations.  Given the amount of negative PR the NFL has had over the past 3+ years, it was a great humorous way to put all of that aside and kick-off their centennial celebration with not only some good laughs but a very well done spot. – Bill Brassine

 

Google: 100 Billion Words and Job Search for Veterans

Google hit the nail on the head with both of its Super Bowl ads. Both ads highlighted how the search engine can be used for good – whether it’s used for overcoming language barriers to bring people closer together or helping veterans find jobs. Both ads are also very on-brand for Google- more “bringing the world together” promos, but as always, very effective ones. Its overall message is simple and reminds viewers of the utility that Google provides. – Annie Collins

 

Expensify: Expensify This  

I like this commercial because:

  • It is relatively an unknown product, so the Super Bowl is a great way to get exposure.
  • No one likes to do expense reports – so it is smart they went the route of keeping it fun/funny.
  • They gamified it which will really get people to try it and see how easy it is to use.
  • Used an artist that created a rap about the product – who knows, that rap might become catchy/memorable.
  • It looks very different from the other ads we saw, so it will stick out and get some buzz”

-Maria Topken

I thought that the Expensify spot was imaginative, well produced and fun. What I really loved though, was the layers that the idea had past the spot that aired. The full length Music Video that launched, as well as the scan 2 Chainz’s reciepts Sweepstakes to “expense” them to then win a chance to be “reimbursed” for the cash equivalent of the item. –Todd Jesse

As someone who has lots of receipts, I am their target…and I appreciate the tone of not needing to get those printed receipts for “the man”.  I also love that they have extended it online with a contest.  Viewers can snap a pic with the app of the receipt in the spot for the ice car to enter to win the cash equivalent, $200k! I wonder how many downloads will occur in the run up to the game?  Awesome way to extend the spot and engage potential users. –Bill Mann

 

Pepsi: More Than OK

I think it tackles a classic question that just about everyone has gotten when eating at a restaurant. It’s a real customer experience. They are playing into a potential weakness to let their consumers know that “YES PEPSI IS OK”. Plus it has a comical and cultural play that taps into consumer experience. –Alex Hamm

 

Olay: Killer Skin

I use Olay products so it’s interesting to me that they have gone away from their serious brand tone.  Maybe this is in hopes of getting younger users.  My guess is Olay’s users are closer to my age than a 30 year old.  I’ll be watching.  (And of course, I love scary movies!) –Maria Topken

 

Audi: Cashew

This year’s theme is nuts. Audi announces their entry into electric automobiles with a Field of Dreamlike spot that turns into a near death experience. So that’s what heaven looks like. The snap back to reality is right out of The Office. Creatively, every note is pitch perfect. The casting, cinematography, editing. Even the music selection is on point. That’s where I’m gonna go when I die. And the tagline, Electric has gone Audi. The best thing since Dylan plugged in at the Newport Folk Festival. Rock on!  -Tim Hogan

 

Hyundai: The Elevator

I enjoyed it because I really like Jason Bateman as an actor. It felt that even though it was a car commercial it was easy to relate to as an everyday person. And overall, the sarcastic humor in the commercial is my kind of humor.” –Danielle Hogue

 

Stella Artois: ‘Change Up The Usual’

This one had a wry sense of humor that they’ve not done before, and playing on iconic and beloved American actor roles, was a fun twist to get me to understand that Stella is also a twist on the usual. –Diane Bowman

 

Bubly Water: Michael Buble vs. Bubly

I really liked the Bubly ad because they selected a spokesperson that pairs well with their brand. Sparkling water is really big right now, especially with millennials and Gen Z, and sales have gone up by 42% the past five years. Consumers are looking for healthier beverages and this was a great ad for Bubly to get their name out there and for people to remember it. Simple, but cute and I love Michael Buble. –Angella Eidell

 

Doritos: Now It’s Hot

When you mix a 90’s classic boy band with a chart-topping rapper, it’s bound for greatness, or at least attention. That is what Doritos always strives for in their commercials. They stretch the imagination and never shy away from the surprise factor. You never know what to expect. They did not disappoint this year, even in their teasers. In one, you will see Chance the Rapper attempting to do a little Backstreet Boys choreography while the boy band watches in matching Canadian tuxedos. It’s safe to say that Doritos took an original song, and an original chip, and made it hot. –Desi Belew

My favorite commercial was Doritos “Now It’s Hot”. I thought it was inclusive on a bunch of generations and genres while not trying too hard. They are taking a classic Nacho Cheese Dorito, similar to the classic BSB song, and making it hotter, with Chance the Rapper. It was definitely a captivating commercial because “I Want It That Way” is such an iconic song.” – Sarah Brandt

 

LISTEN UP RESTAURANT BRANDS

by Annie Collins

The number of social media conversations happening at any given moment is massive, and it’s only increasing every day. In fact, Statista estimates that social media users around the world will grow to 2.77 billion in 2019. With the amount of conversations taking place, many brands find it overwhelming to sort through all of the chatter and clutter taking place on social media. Social listening provides the ability to take all of these conversations and turn them into meaningful insights and data for your brand.

What is social listening?

Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. It enables us to identify key topics of conversation that are of interest to our audiences, providing insight into their opinions, pain-points, interests and more. Brands can then use these insights and turn them into action.

Restaurant, food & beverage industry

The most commonly discussed industry online is the restaurant, food & beverage industry, which accounts for about 32% of brand mentions, according to Brandwatch. We’ve all come across a photo of our coworkers’ lunch or our neighbor’s review of a brand new restaurant on our Facebook feed. With passionate “foodie” fans and an increasingly informed customer base, restaurant brands face a rising obligation to listen, understand, and swiftly respond to their consumers’ opinions and interests.

Restaurant, food & beverage businesses are operating at the mercy of consumers’ shifting tastes and preferences, and in such a competitive industry, brands must have a keen awareness of these ever-changing tastes to be successful. Social media offers an immediate wealth of real-time insight and information that can be used for marketing, operations, and other restaurant decisions.

Understand your audience

It’s crucial that restaurant brands understand who their audience is, as well as how they think, feel and act. What do they care about? Why do they care about it? What are their habits? Are they fiscally conservative? Do they prefer healthy options? Understanding how your social media audience thinks and feels can often provide valuable pieces of information that lead to larger insights about your overall customer base.

Create content your audience cares about

With so much noise on social media, restaurants must not only stand out, but they have to provide content that their audiences actually want to see. By listening to real-time conversations, trending hashtags and popular topics, restaurant brands can identify ways to keep their followers engaged and gain new ones, as well. Using listening tools, brands can identify a list of topics and hashtags used when talking about their brand. For example, when working with a fast-casual restaurant chain, we’ve found that many of the conversations include discussions about recipes and grocery products. We’ve also found that people all over the world buy and ship our client’s products to prepare at home every day, so we decided to work in grocery-focused content each month. The content performs very well and raises awareness of the products sold outside of their restaurants. There is plenty of data out there to guide your content, you just have to find it!

Identify influencers and brand advocates

Word-of-mouth is one of the most valuable and effective types of messaging (especially in the restaurant industry) because it comes from real people, rather than directly from the restaurant itself. Today’s consumers are interested in true opinions from real people before they try a restaurant. Through social listening, restaurant brands can identify and engage directly with influencers and brand evangelists to share brand content, create their own branded content, share their experiences, increase engagement and ultimately drive trial to the restaurant.

Make informed business decisions

Start by listening to conversations regarding your industry. For example, what are customers saying about the quick-serve restaurant industry? New food trends? Customer service? Once you have a good understanding of your target audience and their opinions on the industry, then dive deeper into those brand-specific conversations. For example, what do customers say about your products? A specific store location? Certain LTOs and other in-store or online offers? Do they value speed of service or do they want a place to hang out and relax? Do they order their food online or would they prefer to order in-store? All of this data and real-time feedback can be used to guide and improve operational, marketing and financial decision making.

Consumer preferences are always changing, so it’s important to make social listening an ongoing practice and adjust your strategies accordingly. Social listening provides access to a virtual focus group right at your fingertips, whenever you want it. The restaurant brands that take advantage of this data and continuously adapt will be the ones who survive and thrive in such a competitive industry.

Facebook News Feed Is Making News

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Facebook recently announced a major update to its News Feed that has gotten the immediate attention of marketers and brands. After receiving feedback from its users, the social network announced that its big focus in 2018 is making sure that the time users spend on Facebook is time well spent. They’re doing this by putting family and friends at the core of the experience.

According to Facebook, on average, 1.37 billion people are considered Facebook daily active users, which represents a 16 percent increase year over year. While the number of users continues to increase, average time spent per Facebook visit has decreased. According to SimilarWeb, the current average amount of time spent on Facebook is 35 minutes per day, which is down from 40 minutes recorded just three years ago. With time spent on the platform and engagement decreasing, Facebook is taking its users’ feedback to create more “meaningful interactions.”

To sum up the announcement, Facebook will show more posts from family and friends, rather than brands and publishers.

Facebook CEO, Mark Zuckerberg, explains the new update on his personal Facebook page:

“Recently we’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other.

The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.

As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”

He is also very aware of some of the immediate consequences for Facebook:

“Now, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term, too.”

Facebook shares immediately fell 4 percent at market open the day after it announced the major changes to its News Feed.

What does this mean for brands?

There are a few major takeaways for brands to keep in mind when creating social content for Facebook.

  1. Quality over quantity. We have been speaking about this for some time at Sunrise. It’s time to stop posting meaningless filler content on your social channels. Now more than ever, quality content will triumph over a high posting frequency. In fact, posting too often will only hurt your brand’s engagement. Focus on high-quality content that leads to conversation and engagement.
  2. Explore influencer marketing. And more specifically, micro-influencer marketing. With more focus on family and friends, there will be even more value in investing in influencers and word-of-mouth strategies.
  3. Avoid “engagement-bait” and “click-bait headlines.” Facebook has said that they will regulate and devalue any posts that directly ask for likes, comments, shares, tags, etc.
  4. Readjust your goals. Factors such as the number of reactions, comments, or shares will be less important, when it comes to Facebook’s algorithm, than the ability to create a conversation. Facebook wants to create “meaningful interactions,” rather than passive actions.
  5. Pay up. Paid strategies will be even more important than they already are, as organic competition only continues to increase. A good social strategy must include a paid component.

Facebook has always tweaked its News Feed algorithm from time to time, but this is a major change to which brands will have to adjust. The company hopes that these upcoming changes will encourage personal connections and bring back the social side of social media.

We’d be happy to help your brand learn more. If you want to get more specific, you can contact us here.