If you watched the Super Bowl in 2013, you’ll remember Oreo’s brilliant real-time success using social media during the infamous “blackout.” When lights went out, the brand was available and prepared to share an image across their social media channels featuring the copy: “You can Still Dunk in the Dark.” Since this real-time gold occurred, many brands are no doubt standing armed and ready to jump into the conversation on February 1 during Super Bowl XLIX to capture similar virality and engagement as Oreo did two years ago. As fresh produce marketers, the Super Bowl presents an enormous opportunity to engage in real-time social conversation, and there are several reasons you may want to consider joining the conversation on Sunday:
- The ads are about food: The food and beverage industry owned the largest percentage (35.6%) of Super Bowl air time in 2013. This means that, without a doubt, people will be taking to Twitter to discuss ads that deal directly with, you guessed it, FOOD. Even if it’s not about your products, you still have the opportunity to join in and engage about food with consumers that may not have potentially known you otherwise. For example, if I’m a tomato grower, I may want to engage with consumers to share tips about homemade salsa that tastes GREAT on top of a Doritos chip.