For the average American man, the Super Bowl is a symbol of athleticism, team work, and also a great time to make some side cash betting on whether the Packers will beat the Steelers. For the average American women, the Super Bowl is a great excuse for a party that everyone is sure to attend, and a chance to swap cheese dip recipes. For marketers, the Super Bowl exists solely as a basis for the wonderful commercials and ad campaigns that go along side it.
Pepsi understands this, and had developed a multichannel mobile campaign for the event in order to capitalize on the number of eyes glued to the game. According to Mobile Marketer, the campaign included a mobile website, an application for smart phone users, a scan able QR code for a Pepsi coupon, and an SMS experience. All of these initiatives were publicized on all pieces of advertisement.
A key target group for Pepsi throughout this campaign was Latinos, a group that is accustomed to using digital media on their phones. Pepsi’s goal was to engage them in the Pepsi Super Bowl experience as much as possible. There was actually a specific site made for Latinos in Spanish, and a call to action keyword labeled “FAMILIA”. For those that opted in to the keyword in Dallas, six had a chance to win tickets to the Super Bowl.
A few lessons to learn from Pepsi: Creating a marketing campaign around a popular event is a great idea. In, particular, it is an opportune time to accumulate information regarding your consumers while giving them a chance to win something. If Latinos are a part of your target market, try approaching them in Spanish. Even if you don’t have any Spanish speakers on your staff, Google Translator is pretty reliable with its translations. And last but not least, offering a truly valuable prize (in this case, Super Bowl tickets) will have people signing up for your text message list in droves.
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