This year’s Super Bowl was another big event for marketers using the Chirpify platform. As we, and others, have discussed in the past, the opportunity for brands to activate their Super Bowl commercials and campaigns for direct response, marketing automation, engagement, and rewards, has largely been missed. However, there are many forward thinking brands that have deployed this strategy with savage success.
The results of these campaigns are impressive. Furthermore, the joy brought to the brand’s audience when they’re given a way to engage with a campaign, and are recognized for their participation, is equally impressive.
Without further ado, here are some of the stats we saw during the Super Bowl, with campaigns running from Soccer.com, Marriott, and Avocados from Mexico.
58 Billion Impressions
Brands activating their Super Bowl commercials and campaigns with @Chirpify drove 58,434,483,777 social media impressions
450K Social Posts
Brands activating their Super Bowl commercials and campaigns with @Chirpify drove 457,418 organic social media posts
Brands activating their Super Bowl commercials and campaigns with @Chirpify sent 149,558 chatbot responses to fans
50 Million Rewards
Brands activating their Super Bowl commercials and campaigns with @Chirpify gave out 50 Million rewards points for social activities
By activating their Super Bowl hashtags for direct chatbot response, brands were able to drive organic engagement, deliver rewards points, acquire new members, and pile up a huge number of brand impressions.
With Twitter’s ad driven CPM at about $6, you can do napkin math to see how 58 Billion organic impressions compares. Spoiler: you’d need to pay Twitter $336,000,000.
Here are some of the activations
What's the highest number of points scored by any team in the first quarter of a Super Bowl? Answer with #RewardsPoints by 6am EST on 2/5 and score 500 points if you get it right. #SBLII pic.twitter.com/gcxd9j6urw
— Marriott Rewards (@MarriottRewards) February 4, 2018
Marriott continued their use of chatbot trivia campaign through the Super Bowl, asking trivia questions throughout the game. Using Natural Language Processing, our bots are able to differentiate between right and wrong answers to questions posed by brands, delivering different responses and rewards based on these answers.
Avocados from Mexico
After driving 3 Billion impressions using Chirpify in last year’s Super Bowl, AFM wanted to top their performance by activating their Super Bowl commercial for direct response. Viewers who saw the commercial and posted their commercial hashtag were responded to with various smart messages, driving different outcomes.
🚨 Giveaway for the world's biggest sport 🚨
What's your favorite cleat from the @adidassoccer Cold Blooded Pack? Quote this tweet and let us know using #soccerdotcomrewards for a chance to win a pair for yourself #HereToCreate pic.twitter.com/tyH9RVgvVG
— SOCCER.COM (@soccerdotcom) February 5, 2018
— SOCCER.COM (@soccerdotcom) February 6, 2018
Soccer.com leveraged our platform for the “other football”, running a social contest complete with chatbot responses to those fans that participated. The campaign was connected to their Goal Club Rewards program, so participants earned rewards points inside their Goal Club account for engaging. They also acquired new members into the Goal Club as non-members inevitably joined to participate.