Super Bowl LIII features the best the NFL has to offer on the field in the Los Angeles Rams and New England Patriots but off the field there’s been some excellent displays of X’s and O’s around brand promotion that are worth studying.
Video, Video Video
Just like fans enjoy the instant replay when watching the game - When the ruling is in their team’s favor of course - You cannot have enough multimedia in your online PR/Marketing gameplan. It’s no coincidence that YouTube is the 2nd largest search engine - that’s right, after their parent brand Google, YouTube receives more search requests than any other search engine out there. PEOPLE LOVE VIDEOS! And you don’t have to have a fancy production, it can be shot with some great apps on your smartphone.
The key is making sure your video is embedded on your press release, blog post, article, or website. You want to keep YouTube sourced traffic on your page...which makes you the source. Check out this awesome example of embedded video from the Super Bowl host city - Atlanta - and their Atlanta Convention and Visitors Bureau Super Bowl LIII Welcome Announcement.
Notice the video takes center stage in the release and is embedded in the content. That’s a game changer in attracting attention to delivering your message to an attentive audience.
Another great example is directly engaging your audience in the campaign you’re hosting, as in the American Heart Association’s “Virtual” Field Trip Super Bowl week in Atlanta. Students can directly engage via a live feed with NFL stars about the importance of physical activity in their daily lives. Incorporating technology into helping children learn the value of exercise is a win-win for all involved.
Drive Down the Field with Engaging Content That Helps Your Audience
Cool videos and visually impressive presentations can help with the final score, but without helpful information you’re not going to score points with the viewers. In this example from the Georgia Aquarium, fans are provided with a wealth of information about visiting the Aquarium while in Atlanta for the Super Bowl. You’re immediately hooked with the amazing images of sea life, then provided with links to purchase tickets, experience special tours and shows, even download their mobile app. A clean pass of information that will be easily caught by their fans.
Regardless of your product or news, promoting your brand online around the Super Bowl is not as hard as you think. Multimedia and dynamic content - whether posted on your newsroom, content marketing site, blog or just on the homepage of your website - can affect your SEO, site traffic, as well as displaying your attention to relevant events and moments in time. I hope you have a product or news tie-in for the big game, but regardless, these two simple plays can make the difference between winning and losing. And as Vince Lombardi, two-time Super Bowl Coach of the Green Bay Packers said, “Winning isn't everything, it's the only thing.” That applies to PR and Marketing too....enjoy the game!
