A Super Moment
February 5, 2013
If you know me or have read this blog over the past couple of years, it's no secret that I express my absolute belief, over and over again, in the fact that the moment is the new marketing.
However, it goes even deeper, because to truly be in a moment, you must be there ... alive, breathing, and sharing in the experience in real-time with others.
I wanted to congratulate some brands that really embrace this philosophy and demonstrated its power perfectly during the latest Super Bowl.
It was all about the Baltimore Ravens in the first half of the game as they ran up the score on San Francisco. So Sports Radio 950 KJR did a great job of using the moment to integrate the story line of the Harbaugh brothers, which was so prominent in the build up to the Big Game, and have a little fun with sharing the frustration that many 49er fans were no doubt feeling at the time.
And when the now infamous "black out" happened just after the start of the second half of the game, a few brands used what everyone was talking about to create even more conversations in an awesome way.
But my favorite was from Audi, who used the moment to rib competitor Mercedes-Benz, which holds the stadium naming rights to the Superdome.
It's no longer about just being "on." You must be alive, fully in the game and totally in the moment – prepared to act and react in a second's notice.
There were so many opportunities to do just that in the latest Big Game, but many chose to simply sit in the stands and watch the moments unfold.
Again, not just on ... but alive.
And finally, just imagine if the NAB, or one of the major broadcast companies, would have acted in the moment just after the amazing Dodge commercial with Paul Harvey narrating, "God Made A Farmer" by inviting folks to come hear "the rest of the story," or more great stories, in only the way that radio can deliver. It could have made a huge impact in social, search and so on. Just search "Paul Harvey," "Paul Harvey Super Bowl Commercial," or any combination and you'll discover not one single story or link about radio -- and not one single paid search ad on the right side. What an opportunity that was missed for engagement!
It was a moment to market in a new way. And one to build anticipation for what the next moment may bring. Unfortunately, the result was simply a slew of blogs and posts with old-school chest pounding with declarations that "radio" helped produce the best spot of the Super Bowl ... but remember the old saying, "Tell me, I forget. Show me, I may remember. Involve me, I understand."
I'm betting many more will be fully alive and ready now for the next moment opportunity ... will you?