Brands are trying to make a memorable impression on television’s largest stage of the year during the 2015 Super Bowl. According to Forbes.com, 30-second spots for the big game are selling for up to a record of $4.5 million. Last year, Nielson reported that 111.5 million U.S. viewers watched Super Bowl XLVIII – meaning there will be even more eyeballs glued to the television set this year, which is the perfect time for advertisers to shine with a memorable commercial spot.
Companies that are advertising during the championship game will be focusing most of their attention on the millennial generation. Generation Y are those between the ages of 17 and 34 who collectively are expected to spend more than $200 billion annually starting in 2017 and $10 trillion throughout their lifetimes.
How exactly can major brands lure in Millennials? Social media is definitely a strong component. Eighty four percent of Millennials are social media users and many of them value the targeted messaging that comes across through the use of hashtags. According to MarketingLand.com, Hashtags were mentioned in 57 percent of Super Bowl Ads last year.
Alex Press, a 26-year-old from Columbus, Ohio stated that in order to prompt social media interaction, the commercial needs to feel authentic. “Anything that can invoke a genuine emotional reaction that you will be talking about on Monday will probably get a mention on Twitter from me.”
Last year, the commercial that stood out for Press during the football game that the whole world watches was the Clydesdales Super Bowl spot from the King of Beer. “Budweiser never lets me down,” remarked Press.
Overall, brands attempting to engage millennials this year will focus on luxury, individuality, quality and brand vision. SayDaily.com found that brands like Chipotle, Smirnoff, Google and Dunkin Donuts have made a deep connection with Gen Y through similar marketing tactics.
“I’m looking for a laugh-out-loud funny commercial that will make me smile,” said Emily Dempsey, a Millennial who confessed that commercials are her favorite part of the Super Bowl. “It will be fun to see which company stands out on Super Bowl Sunday when I watch from my apartment.”
The brand that creates the strongest connection with millennials on an emotional friendly level will likely be deemed the big winner for the game. Stay tuned to the trending topics on Twitter during Super Bowl Sunday to see which brand delivers.