If your Super Bowl experience is limited to your TV this year, you’ll be missing out!

The Super Bowl has evolved into an event that extends beyond the TV screen. In order to catch all of the action today, audiences need to tune in to “second-screen” sources, including Twitter, Facebook, and newcomer Snapchat.

The Super Bowl has always been a massive marketing opportunity, with last year’s game averaging 114.4 million US viewers with 120.8 million tuning in during the last minutes of the broadcast. Purchasing advertising space on television is getting increasingly costly for companies, with the average price for a 30-second commercial rising 75% over the last 10 years. – Sport Techie

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Snapchat advertising is a way to draw the millennial crowd into the Super Bowl buzz, as 71% of users are under age 35 and 45% are under 25. In addition, companies are set to turn large profits by capitalizing on “second-screen” marketing and advertising. “Second-screen” viewing is a widespread phenomenon, especially among the younger generation: studies show that 74% of 14- to 17-year-olds use both their TV and smartphones at the same time. – Adweek

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Snapchat’s 100 million daily users will be able to stream two Live Stories during the Super Bowl, which will feature advertisements from major sponsors including Budweiser, Pepsi, Amazon, and Marriott. For a seven-figure price tag companies can utilize this advertising venue, the result of Snapchat’s partnership with the NFL, which began at the start of the season.

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Some advertisers are not convinced of the efficacy of Snapchat advertising, mainly because Snapchat doesn’t have tracking capabilities and because videos only stick around for 24 hours. These setbacks, however, do not seem to be limiting the success of the new advertising channel. Brands including Amazon, Pepsi, Gatorade, and Twentieth Century Fox have already begun advertising through the social media platform, even before the beginning of the game.

Snapchat will be providing one NFL Live Story of the game and one Story that will feature videos from fans on the sidelines as well as players on the field.

By “geofencing” Levi’s Stadium in Santa Clara, Snapchat can receive clips from all users in the area, from which their curator team can select the best. This gives Snapchat users an extensive Superbowl experience, encompassing everybody involved in the event, from behind-the-stage crew members to athletes to spectators.

In the article “Will Brands Score Big with Snapchat during Super Bowl 50?” Toni Box explains the magic of combining Snapchat with traditional advertising: “Moments in time, live event experiences, real-life, instant connection – in 2016, marketers are increasingly shifting their focus to capture the magic of real-time engagement. And this weekend, social platform, Snapchat, will seek to leverage this trend and effectively connect football fans, brands and advertisers in an array of live, user-generated stories and brand content.” – PM Digital

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Snapchat is set to profit massively from its union with the Super Bowl event, and has already “sold out its Live Story with the NFL” for Super Bowl 50. Tune in (on multiple screens!) to see how brands are utilizing the new face of social media marketing. – Sports Business Daily

Alexei Oreskovic, Business Insider: “Here’s how to follow the Super Bowl on Facebook, Twitter, and Snapchat.”-  Business Insider

Lauren Johnson, Ad Week: “7 Brands Already Running Super Bowl Campaigns on Snapchat Before the NFL’s ‘Live Story’ starts”-  Adweek