Increase In Competition of Digital Brand Advertising Between Brands

A Blast to the Past..Well Yesterday

The advertising industry is constantly moving forward in our new age of technology and social behavior. Everyday there seems to be something new you can see on the internet. Web 2.0, Social Publishing, Social Communities, Social Commerce, and Social Entertainment play a role in this new marketing horizontal revolution, where information spreads across consumers.  Because social media is becoming so complex, we use these social zones to organize social space with similar channels and vehicles. Brands are beginning to strategize around this new social world, so the competition for viewers eyes and attention increases in a whole new media.

The New Competition: Who can create brand awareness and social engagement in digital channels?

Corporations want one thing, and that is having the biggest audience in order to present their products through sports. Sports enthusiasts become more interested because of the excitement the media and the sponsors construct around a sporting event. Media hype brings bigger audiences. With this, the 4 zones of the social frame become apparent to brands. It becomes a brawl of the brands.
Lets take a look at a few brands who engaged during the Super Bowl last year.

The Superbowl is known to Americans for the commercials that brands pay millions to show during commercial breaks. Pepsi once again sponsors the half time show for the 2014 game, and Doritos, Budweiser, and other brands are always coming up with something clever or creative. Last year, Doritos jumped on the social media bandwagon, out performing everyone as most mentioned at last years Superbowl as well as Audi , Calvin Klien and Taco Bell.

Social community, publishing are two widely recognized areas of social media in the NFL and it is mainly due to the highly recognized brands who have started to take advantage of the social media craze.
 For a brief example, lets look at last years Superbowl. Oreo's quick thinking got its brand noticed, while Doritos continues its contest in commercial submissions.

Social Commumity:
Oreos Ad "No Power? No Problem. You can still dunk in the dark." quickly reached social media just minutes after the black out, reaching as many as 16,000 retweets while  Doritos" 8th annual Crash the Super Bowl video contest, going global and just opened up on engagement on Facebook.

Social Publishing:
Subscribe to their You Tube channel and view branded content from Doritos as well as previous submissions for the Crash the Super Bowl contest. You can submit your own and see the winners of last year to become the brains behind next famous Super Bowl commercial.

There is a reason that these brands have more engagement and buzz around their activity.
Pay close attention to this years most noticeable Super Bowl advertisers and see who beats the competition this year.