Every year when the NFL Super Bowl rolls around it seems that the entire country focuses on the big brands. But don’t discount opportunities that Game Day brings for small and local businesses across the country. Sure it might be hard to cut through the clutter, but we’ve done some work highlighting how savvy marketers have been effective at stealing a little piece of the Super Bowl pie. From newsjacking, to mobile marketing, to in app promotion, these marketing tactics may inspire you to take on the big game in 2015.
Small Businesses Take Advantage of a Big Brand Promotions
Intuit decided to do something different with their $4 million spot this year. Instead of talking about themselves, they gave one small business an opportunity to take over their :30 spot on game day, with the Intuit Small Business Big Game Contest.
Holding true to their mission of championing small businesses, their contest gave a voice to the 29 million small businesses across the country through #TeamSmallBiz. Over 15,000 small businesses submitted their ads and were featured on the contest hub page. Fans voted on their favorites, narrowing the videos to 20 final contenders. 8,000 Intuit employees parsed it down to four finalist: Dairy Poop, Barley Labs, Locally Laid and GoldieBox. GoldieBox stole the show had their spot featured to over 100 million viewers!
Small businesses can take advantage of big brands that are spending millions to reach consumers by participating in opportunities like the Small Business Big Game Contest. Be on the lookout next year!
Take a Tip from Papa John’s Pizza Promotion in Local Markets
Leading up to Game Day, Papa John’s gave fans an extra incentive to make them their go-to option for Super Bowl parties. The week leading up the Super Bowl, NFL fans could use promo code “PJMVP” on PapaJohns.com when ordering pizza to get a code to receive a free pizza the day after the Super Bowl! With over 3,800 locations in all 50 states, the local chains scored big adding additional revenue to $2.6 billion a year franchise.
Small business take a tip from their promotion strategy. While they did run a national campaign, it’s what they did in the local markets that counts. They tapped into social media conversations using hashtags like #SuperBowl, geo-targeted pay per click marketing efforts to reach local consumers online and on mobile, and leveraged local signage to generate awareness.
Throwback to 2013: Local Restaurants Promote on EatNowNOLA.com
(This demonstrates an excellent way that small businesses can take advantage mobile apps to promote their businesses pre/post Game Day)
Every year when the Super Bowl rolls around some restaurants are packed, while other are totally deserted. Last year, local restaurants that had seats to fill promoted seat availability to fans in search of food on EatNowNola.com. Real-time updates told hungry fans if they had seats and how long the wait was while using location based software to allow fans to locate the closest restaurant.
The 500 participating restaurants that used this to promote their business on game day scored big – saving hungry local consumer’s time and the frustration of struggling to find a seat to watch. Get your information updated on Yelp, Seemless and other local based apps so that you are well positioned to take advantage of hunger fans next year!
Check out the Super Bowl Ads that Score Big!
Photo: Hubspot
What other companies out there did an awesome job stealing some thunder and/or newsjacking the Super Bowl? What did your business do? Share it with us in the comments!
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