Raise your hand if you did not watch the Super bowl! If so, what
were you thinking? You are not among the 108.4 million people that tune in
their TV’s to watch the most expected sports event in the United States. The
expectation is not only around the game, but also around the halftime show and
the innovative commercials. Companies paid a fortune to advertise during the
Super Bowl, they know people are waiting to see with what they have come up
this year. This is the perfect opportunity to create awareness, generate buzz
on social media, and engaged consumers with their brand.
My favorite commercial this year the Viva Young Taco Bell, it was
hilarious, and for sure got me singing the catchy song until today. The
commercial showed a group of senior citizens, having the time of their life after
the nurses at their retirement home went to sleep. They go to a club, do some
pranks, one of them got a tattoo and of course they end up eating at Taco Bell.
The song featured is the Spanish cover from FUN’s “We are young song”. At the
end of the commercial there is the bell ring sound representative of the brand
and the brand logo with the phrase VIVE MAS (Live more in English).
They only advertised
their Facebook page address at the end; unlike other brands that created a hash
tag for twitter, showed their website address even Instagram account. I typed
the Facebook address, which I have to admit did not grab my attention. Who
wants to remember that long address? Their Facebook page shows more than 9.7
million likes. They started posting commercials with the senior citizens a few
days before the actual Viva Young commercial. A pre game commercial that end up
saying, “Buckle up 2.3.13”, this left their customers waiting to see what was
coming on game day. This was a great strategy and way to keep expectative among
the consumers.
Taco Bell has a YouTube channel, which I found more interesting
and engaging. In there I was able to find links for Twitter, a #LiveMas hash
tag and a link for Instagram as well. Taco Bell is definitely all over the
place, TV’s, Magazines, Social Media pages and the Super bowl. At their website they also show icons for IOS and android apps.I think they
have a great social media strategy, reaching their consumers from different
sides. That commercial was a hit and generated buzz on social media; that is
what they were aiming for.
If we compare how Taco Bell’s digital marketing strategy differ
from competitors, let’s take a look at how Chipotle Mexican grill and Qdoba
Mexican grill manage their digital campaigns. Chipotle digital marketing
strategy is not as big as Taco Bell, they don’t spend as much money as Taco
Bell in publicity. They opt for a non –traditional marketing strategy, almost
like word of mouth. They do have a Facebook, Foursquare, Twitter, and YouTube
channel. At their Facebook page, Chipotle does not have even half of likes Taco
Bell has. They had a campaign going
during the Super Bowl about Buying 6 burritos and getting a free one the next
time you come back. But this was only advertised on their Facebook page. Somehow they were trying to reach the Super
Bowl fans to offer them an alternative for game day food. On the other side
Qdoba does not even reach 200, 000 likes on their Facebook page. Besides that
they have a Twitter, Pinterest and Instagram page. I think reaching consumers
through Pinterest give them a competitive advantage, because none of the 2
restaurants mention above has it. It
would be a great idea for Taco Bell to start a campaign through Pinterest, many
people is crazy about it and would spend hours and hours pinning and re
pinning.
Taco Bell for me was the winner of the Super Bowl ads. They engaged
consumers, were creative and for sure the commercial will be memorable.
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