The Digiday Super Bowl 2015 live blog: Everything but the game
Welcome to Digiday’s weekend-long (and a bit on Monday) coverage of the 2015 Super Bowl, set to be played Sunday evening in Phoenix, Arizona. You’ve come to the right place for live updates on everything but the football itself. This is your one-stop-shop for real-time marketing hits and misses as well as news on all the sideshows — the “other” Bowls that feature puppies, wings and scantily-clad women.
And of course, starting from the pre-game show all the way until after the football’s been decided, we’ll be evaluating the best and worst brand moments on Twitter, Facebook, Vine, Instagram, Snapchat, Kik (really?) and more. We’re especially keeping an eye on the record-number of virgin marketers who will be making their first game-day appearances this year.
Our live-blog will attempt to note the more interesting brand moves on Saturday and during the pre-game, which starts at noon on Sunday. Digiday reporters and editors will live blog the game in reverse chronological order (most recent posts will appear at the top) starting at 6.30 p.m. ET until about 11 p.m. ET, when NBC will cut to a new episode of “The Blacklist” immediately after the game.
Saturday
Itching for something to read before the action starts? Here’s all the stuff you could buy online for $4.5 million, the price of one 30-second Super Bowl TV spot. Or, you could play Katy Perry Halftime Bingo, created by Kate Proulx, senior product designer at Huge.
Brandwatch is charting which brands are winning on Twitter in a live graph they’ll be updating every two minutes once the game kicks off:
Elsewhere in brand land, YouGov GrandIndex has been interviewing 25,000 adults since Jan. 1 to gauge their feelings about an array of advertiser. Turns out automakers and soft-drink brands are already winning the pre-game brand perception race — Toyota and Coke specifically are the companies that evoke the warmest and fuzziest of feelings. But “best improved” brand sentiment goes to Pepsi, which stages the halftime show. The brand has been staging “strange occurrences” (like this “crop circle” in Phoenix) across the country all month.
As for teasers and pre-releases — of which there are plenty — Budweiser’s “Lost Dog,” a tearjerker that features Clydesdales and their lost puppy is killing it online, representing 25 percent of all Super Bowl-related online activity, with 11.6 million views and 406,723 social actions (shares and likes) according to iSpot.
12:00 pm.
Mountain Dew is one of the earlier brand movers on Snapchat. The company will debut Kickstory, a real-time, “fan-driven” Snapchat story at noon E.T. today. Add “MountainDew” as a contact and watch the story unfold. You can then vote for what happens next — screenshot one of two choices and tweet your choice with #Kickstart. The last snap will disappear right before kick-off, on Sunday at 6 p.m. According to a spokesperson, that’s because the brand is “about getting you charged for anything, and in this case, that’s the Super Bowl.”
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