I’m in the middle of teaching my Digital Media class how to evaluate digital strategy. To look at the “Why” and the “How” with a critical eye and evaluate whether the digital team is following the overall strategic objectives of the brand. What better way than to kick it off with the Super Bowl (I’m so punny)? The assignment? Pick five brands to follow. Determine their “Why” and their “Ask,” then blog about it. Why is the Super Bowl important? On average, $4.5 million to buy a spot and only 17 minutes of the 3.5 hours of the game are devoted to live football.
I assembled all my prep info Sunday morning and we’re hanging at BJ’s watching the game. It’s funny to hear the crowd’s responses to the ads. Definitely Kim K’s T-Mobile is getting bad reviews and the heart-string pulling Budweiser puppy and “pay with love” from McDonald’s get the popular vote. Here’s my review.
Why: #MakeItHappy for the Big Game.
Ask: Respond to negative tweets with #MakeItHappy.
Klout score: 92
Analysis: They teamed up with Kid President/Soul Pancake, Danica Patrick and others in what appears to be a campaign against cyberbullying. They began teasing it on Jan. 26, 2015, on YouTube, Facebook and Twitter. On Twitter, they haven’t put out content since Nov., but they are actively engaging fans. They are putting out more content on Facebook . Their website promotes the campaign and shows FB, Twitter, YouTube and Flickr accounts. They have an unlisted instagram and it’s in sync with the promo. But ARE YOU KIDDING ME? Why aren’t they on Pinterest? Do you know how many things are made with coke? This might be theirs … https://www.pinterest.com/cocacola/.
They’ve been a touch-feely brand since the ’70s ala “I’d Like to Teach the World to Sing,” so it’s in line with their Why. But seriously? Get your digital act together.
Analysis:No information about the campaign on their website. Assets listed: pinterest, fb, twitter, insta, g+, youtube. They used the new “pin” option on Twitter to make the video the first in their feed and they pinned the video on their pinterest board with the hashtag. What’s more, they are actively putting out content and engaging on all published platforms.
Good surroundsound: a little over the top, but right in line with their brand
Why: A girl’s confidence plummets during puberty but it doesn’t have to.
Ask: Everyone should #runlikeagirl
Klout score: 64
Analysis: This is not a new campaign, but they did a good job of hyping it. I think insta and pinterest could be valuable and they might consider snapchat. They’ve obviously got the full support of the powerhouse that is P&G, but frankly, I don’t know what this has to do with visits from Aunt Flow. Good use of owned assets: They had the full release in their news section. http://news.pg.com/press-release/pg-corporate-announcements/always-uses-super-bowl-stage-redefine-meaning-girl
Why: They are the unMobile company. Other phone companies steal your data and you suffer.
Ask: Free #KimsDataStash | T-Mobile Commercial
Klout Score: 80
Let me be on record, I’m not a fan the Kardashians. Our fascination with them baffles me. But, I chose to follow this brand because … the internets.
Analysis: There was absolutely no mention of the campaign on their website. Their social platform messaging was very confusing. They were having contests, but I couldn’t figure out how to participate. Kim Kardashian seemed to be sharing her ridiculous selfies with Twitter users, but I couldn’t figure out how to join the fun. Lots of noise and clutter, but they got their point across. They want you to switch to T-Mobile, but I’m not sure what makes them the “unmobile.” Honestly, they have so many taglines and brand propositions, I don’t know who they are.
Why: The only Social Media Intelligence Platform Focused on Brands.
Ask: Check out their new Event Pulse Platform | 17,306 brands, 28 hashtags
Klout score: 60
Analysis: All B2B digital companies offer “news you can use” and Unmetric is no exception, they even offer last minute content tips on their Facebook page. They are the typical B2B company: Blog, Pinterest, LinkedIn and FB.