Issue managers are often late to the party on how to use social media to explain a complex issue or contend with a contentious opponent. Self-acclaimed social media nerd Beki Winchel has some tips based on this year’s Super Bowl ads.
In case anyone hasn’t noticed, listening and viewing habits have changed, especially among younger adults. Just as important, tactics have evolved to capture people’s wayward attention. In a recent blog for PR Daily, Winchel cites four clever tactics that brands used to capture eyeballs during the Super Bowl. They offer insight into how issue managers might spruce up their communications.
- Winchel’s first suggestion is to use Twitter. Unlike other film and TV show producers, 20th Century Fox chose to sit out the Super Bowl commercial game and instead promoted Deadpool 2 with tweets by the franchise’s main character that portrayed the studio as too cheap to buy an ad. It was basically newsjacking on steroids or, in this case, “wrist-deep in cocoa butter.”
Most issue managers don’t have budgets for ad campaigns, but they can think creatively about filling a niche through social media, and particularly via Twitter through the use of hashtags. Depending on the audience you need to reach, Twitter or Instagram can be perfect channel choices to squeeze out a message in keeping with your brand personality or the context of an issue.
Humor can be an effective, albeit sometimes dangerous weapon. But audiences like to be entertained, so don’t overlook how humor and wit can play a role in your narrative.
- Citing Diet Coke’s ad featuring actress Hayley Magnus, Winchel encourages the use of spontaneity. Magnus shot what was intended to be a six-second video, but her infectious dance and narration after taking a sip convinced the soda’s brand managers to convert it into a full-fledged ad. It was captured in one take with mostly impromptu comments.
Unscripted moments aren’t always the best moments to dramatize an issue, but straight-laced, dull commentaries may not grab anyone’s attention. It never hurts to be spontaneous – or allow yourself to recognize a meaningful, useful impromptu moment. Impromptu is hard to stage, but don’t be blind when you see such a moment that can convey your story.
- Winchel says early promotion can result in a big payoff. Doritos and Amazon set up audiences for their Super Bowl commercials by providing sneak peaks on social media and even on traditional news media before the game’s first kickoff. Winchel says the “Doritos Blaze vs. Mtn Dew Ice” ad accumulated almost 29 million views before game time.
Teasing out commercials is akin to leaking tidbits of information. The idea is to generate buzz. The default position for many issue managers is to wait as long as possible to announce a potential project or initiative. That is sound thinking, but there can be exceptions when a slow drip announcement can create interest and enthusiasm, without spilling the beans too soon.
- Winchel’s last piece of advice should be music to the ears of issue managers. Quoting Mad Men’s Don Draper, “If you don’t like what’s being said, change the conversation,” Winchel says that’s what the Tide commercial accomplished by spoofing other brand commercials. In four spots that ran in each quarter, Tide ad narrator David Harbour basically says if you saw people in other ads, they were really Tide ads because everyone’s clothes were clean.
The Tide ads have a humorous tone and reference familiar ad memes. They naturally pulled conversation in their direction. Switching the narrative on a serious issue isn’t easy, but Winchel’s advice is a good reminder that it can be done. If issue managers don’t explore this option, they may be overlooking an avenue to pursue for proactive, positive conversation.
Super Bowl ads produced another valuable lesson – think twice before you step across a cultural boundary. Dodge and Ram trucks faced a fury of feedback from their well-intentioned, but short-sighted ad about the benefits of service. The ad is graced with a Martin Luther King voice-over excerpted, with permission, from one of his speeches. Critics questioned the appropriateness of using King’s voice, especially since in another part of his speech he condemned commercial exploitation in advertising.
This is just the latest example of stumbling into a culture war. The use of King’s voice probably was sold by an ad agency as a masterstroke. In reality, it was an unforced error. For example, there are many country music artists who have established foundations to provide disaster relief, care for foster children and housing for families with children battling cancer. Any one of them would have been inspirational and a better match for the occasion – and the demographic of who buys Ram trucks.