How Broderick's Bueller Can Deliver Your Business Super Bowl Buzz

Curious how to take advantage of the pre-game buzz? Consider newsjacking or hosting a promotional tie-in.

By Tyson Goodridge

Opinions expressed by Entrepreneur contributors are their own.

Ferris BuellerThis year, there is plenty of pre-game buzz about the Super Bowl ads right? You're nodding your head, saying "Yep, I've seen the Seinfeld and the Acura commercial, Matthew Broderick and Honda, and of course the continuation of Volkswagen's 'Star Wars' theme."

These big brands have deep pockets to create impactful, creative and fun ads. And you, as an entrepreneur, don't.

But with a little creative thinking and some savvy use of social media, you too can get some attention -- and generate a little buzz about your own product or service. How? You're going to newsjack the Super Bowl.

Related: Is Facebook Advertising for You?

What? That's right, you're going to follow the online buzz about all of the advertisements; piggy back on a brand's funny/witty advertisement and tell your own story.

Here's your newsjacking guide in three easy steps:

Step 1: Head over to Brand Bowl, a project organized by a Boston ad agency and presented on Boston.com, and start monitoring the pre-game, social-media buzz. Log in to your Twitter account and set up a search for #brandbowl to get a feel for what's happening the next few days.

Step 2: Quickly read David Meerman Scott's 30-minute book, Newsjacking, and learn the basics of Newsjacking. If you don't have time, here is the gist:

Monitor Google news and social media -- looking for ways to tie a product pitch/stunt/announcement to breaking news. Here are some examples of successful newsjacking incidents.

  • Oakley provides their Sunglasses to the 33 Chilean Miners as they emerge from the mine.
  • Kate Winslet saves Richard Branson's 90-year-old mother from a fire, and the London Fire Brigade offers to train Kate Winslet as a firefighter.
  • Paris Hilton gets arrested in Las Vegas. A savvy PR person from Wynn Resorts immediately issues a press statement banning Paris Hilton from the company's properties on the Las Vegas Strip.

Related: What's Hot and What's Not in Content Marketing for 2012

Step 3: Get Creative. There's plenty of buzz already around the Super Bowl, so why not try the following? (Note: It may help to quickly look at the videos referenced above.)

  • The current hashtag for the Matthew Broderick/Honda CR-V commercial is #dayoff. If you're a local spa, offer a 20 percent discount to anyone who comes in your store and mentions the hashtag #dayoff. Or simply add that as a discount code if you offer online products or services.
  • Volkswagen is using dogs and "Star Wars" as their theme this year. If you're a pet store, why not offer a discount to anyone who hums the theme to the movie? Or give away "Star Wars" figures for every $50 worth of merchandise sold?
  • Toyota Camry is using the word #reinvented as a gateway to discussing their new car. If you're a gym or health club, you could have some fun with this one.
  • The Seinfeld/Acura advertisement features the Soup Nazi. If you're a local restaurant or Deli, get creative with a new soup on Monday.

How is your business taking advantage of the Super Bowl? Leave a comment and let us know.

Tyson Goodridge

Tyson Goodridge is the director of social media at Acsys Interactive, a full-service interactive agency in Farmington, Conn. He's also a graduate of Babson's MBA program with a focus on marketing and entrepreneurship. Follow him on twitter @goodridge.

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Thought Leaders

The Collapse of Credit Suisse: A Cautionary Tale of Resistance to Hybrid Work

This cautionary tale serves as a reminder for business leaders to adapt to the changing world of work and prioritize their workforce's needs and preferences.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business Solutions

Learn to Build a ChatGPT Bot for Only $30

If you want to see what AI can do for your business, grab this course bundle today.

Thought Leaders

20 Signs You're Destined to Become a Millionaire

Start making money at a young age. Warren Buffett sold packets of gum to his neighbors at age six!