New Career Opportunities Daily: The best jobs in media.

New Career Opportunities Daily: The best jobs in media.

How Nissan’s investing in social TV:

Auto-maker Nissan continues to think about social TV in big ways. They launched GT Academy as a way to “take a racer, an online gamer, to go to a real racing school and become a real race car driver,” Erich Marx Director of Interactive & Social Media Marketing at Nissan North America told Lost Remote. Their competition that worked in tandem with Sony’s Gran Turismo game became so popular that it will also grow on TV. “This year I believe we’re partnering with Spike TV, it goes on TV in September, there’s a big social component to it where you can follow along on Facebook and Twitter and there will be interactive opportunities through the show, you can make comments and issue challenges,” Marx explained.

Why Nissan chose Twitter’s ad platform for the Superbowl:

Using social to comment on Coca-Cola’s big ad spot:

“We new Coca-Cola would be running polar bar ads – if you remember the football is a bottled Coke, he juggles the Coke, almost drops it – we knew this 3-4 days in advance,” he explained about their planning. He described how they responded on social right after it aired. “It was a pretty cool commercial from Coke, but we like our polar bear commercial better,” he described how they then linked to one of their commercials with polar bears in real-time.

Piggy backing off of other Superbowl ads:

Nissan continued this strategy smartly throughout the game. “We used our existing assets and kind of piggy back off of the ads. Accura had the Jay Leno and Seinfeld vying to see who get the first Accura – it was a 60 second commercial,” he explained. He then described their real-time response. “‘Don’t worry Jerry, let Jay have the Accura, we think you’d probably like this car better,’ we attached the commercial for the Nissan GTR, we had a custom made response.”

How Nissan executed the real-time responses:

“We waited until the Superbowl spot ran and as soon as it ran, we would be the highest bidder on Twitter… when someone sees a commercial during the Superbowl they like they search for it to comment, they search #cocacolapolarbar or #seinfeldaccura,” he told Lost Remote. “They would be hit with a search result that would be Nissan, [for example] ‘don’t worry we think you’ll like this vehicle better’ – it was our way to have a presence for the Super Bowl without paying $3 million,” he added.

Some of the responses Nissan got on Twitter:

The proof of success was in the responses they received. What’s even more interesting than Nissan’s success is they’re proving that Twitter’s ad platform could also be a disruption to the TV ad business not just a compliment.

New Career Opportunities Daily: The best jobs in media.

There will be over one million giveaways from the different partner brands, even including a few cars. With their 175 million users around the world, they’re clearing creating a new and consistent buy for the biggest advertisers. Shazam CEO Andrew Fisher describes his company, “as the leader in second screen interactive TV experiences.” The question now is if they can keep up the momentum, engagement and excitement around Shazamable TV that they’ve had for music. Here are the details on the giveaways and offers from the brands they’re working with from their announcement:

Toyota – the ad will include a sweepstake to win two Camrys – one for you and one for a friend.

Best Buy – Best Buy’s spot will feature two of Shazam’s founders. Additionally, Best Buy is running a $50 gift card offer for consumers looking to buy and activate a mobile phone in 2012.

Cars.com – when viewers use Shazam to tag the ad, Cars.com will donate $1.00 to one of seven charities, up to a maximum $100,000.

Pepsi – the new ad that features the winner of the X-FACTOR – Melanie Amaro performing Otis Redding’s song “Respect” – will invite people to unlock a free video.

Teleflora – viewers who tag Teleflora’s “Give” ad starring super model Adriana Lima will receive a secret offer.

Plus, a number of other commercials including Relativity’s new Navy Seals action-thriller, “Act of Valor” and Disney’s upcoming movie “John Carter” will be Shazam-enabled providing great offers and more.

Halftime Show

Through a partnership with Bud Light, this year’s Bridgestone Super Bowl Halftime show will be Shazam-enabled. When people use Shazam to tag the performance, they can unlock exclusive content and experience more by Interscope artists performing.

The Game

Whether people are fans of the Patriots or the Giants, Shazam has made it easy for them to get more involved in the Super Bowl. When viewers use Shazam during the game, they can:

• Access up-to-the-minute statistics to keep track of all the key plays and players.
• Participate in polls about the game and ads with other fans
• Share their experience with their friends on Facebook and Twitter

New Career Opportunities Daily: The best jobs in media.

Brands leveraging social for the big game:

1. Coca-Cola has literally developed a social TV platform, strategy and entertainment spectacle around the Superbowl that involves bringing back the infamous polar bears, strategically embedding content across Facebook, Twitter and second screens and most importantly treating their commercials as real-time an event as the game itself. When you read more about this massive social TV investment you not only begin to forget that a big football game is happening, but that there’s even going to be a commercial on TV.

2. Kia achieved world fame in 2011 with their addictive hamster commercials and their sales jumped 36% in the US. To prepare for the big game they use Twitter’s promoted tweet platform extremely well by showcasing an article USA Today had written about their upcoming commercial. Afterwards they leaked a clip from their commercial to give a sneak peak at the “male fantasy” they’re set to unleash.

3. Acura went the hilarious route and nailed Jerry Seinfeld and and Jay Leno for their commercial about the new Acura NSX. The funniest part of this campaign is the #hashtag they’re using to promote it both in the title of the video and on Twitter. #JerrysNSX already has some funny chatter.

4. Chevy has launched a second-screen app called Chevy Game Time (iTunes) that promises to serve up live factoids, tweets and trivia for a chance to win 20 Chevy’s and thousands of other prizes. (Even advertisers are competing for the second screen!) Chevy also ended up running an impressive crowd-sourced campaign to determine what their spot would be. Being true to the age of YouTube, they allowed anyone around the world to compete to create their Superbowl spot. After watching the clip, you can’t help but smile at Zach Borst’s film “Chevy Happy Grad.” Chevy also seems to have ownership over the promoted #superbowl, which almost a week before the event has already been activated.

5. Honda: Muck Rack‘s (my company’s community and tools for uncovering journalists on social) Steve McGookin reports that the journalism community has deemed Honda’s Bueller ad as the first “hit.” The commercial puts Matthew Broderick back in his “day off” while creatively using the car to retell the opening scene of the infamous movie in Broderick’s moder day life. The fact that a “winner” might already be determined is telling of the impact the social web has.

Pepsi MAX, VW, Doritos, Audi and more have all been hyping up their Super Bowl activations as well. One wonders if the $3.5 million they’re paying NBC for 30-seconds is worth it when they can count YouTube views for free.

The NFL’s Social Media Command Center:

The host committee from Superbowl host Indianapolis has tapped agency Raidious and CEO Taulbee Jackson to produce the Superbowl’s first ever social media command center to manage what might turn into another record breaking night of live TV. Mashable reports:

Advanced search tools and analytics will help Jackson and his team identify fans in need of help by indexing key words and phrases. For example, a fan won’t need to tweet, “where can I find parking?” to get help; Raidious operatives will be able to pick up on a general phrase such as “parking sucks” to offer assistance.

It seems that this command center is focused on those attending the game itself. If effective this could set a major precedent for what’s need at every major event to try and curate conversations in a positive and useful direction as people share and try to find information.

NBC will stream the game in a free second-screen experience:

In a Superbowl first, NBCSports.com will stream the game online with additional camera angles, in-game highlight, live stats, commercial replays and other goodies. “By adding multiple camera angles, HD-quality video, DVR controls along with social interactivity, our online streaming represents a compelling, second-screen experience that nicely complements NBC’s on-air presentation,” said Rick Cordella, VP and GM, NBC Sports Digital Media. NBC is working with Mass Relevance to bring social content into the online broadcast, which will also include Twitter Q&A.

NFL.com has also created a second-screen experience called NFL Huddle, which blends together social updates from players, hosts and the media. You can also post to the stream and simultaneously to Twitter and Facebook. And it features a “players trends” section and trending football topics, as well.

What are the social TV startups planning for the big game?

1. GetGlue has “never been more excited for the year’s biggest game” according to a blog post from Director of Partnerships & Content, Kimber Myers. There’s already been over 11,000 checkins and almost 9,000 likes. It seems like the popular social app needs something more to make a big splash for the big game. If they were able to secure a partnership with EW and the Gap around fall TV, I’d like another 40% off a nice hoodie for checking in to watch the New York Giants win.

2. Miso will put SideShows to work during the Super Bowl, partnering with Hyundai for the second-screen experience. Viewers “will receive rich multimedia content during key moments of the game from videos, polls, music and more while engaging with the brand.” Explains Miso CEO Somrat Niyogi, “The Super Bowl is one of the biggest events in live television and clearly becoming more social each year. We’re excited to be working with Hyundai to enhance the Super Bowl experience.”

3. Networked Insights is the only social TV data company to already have a dedicated blog post up about the Superbowl. In Director of Marketing Jason Kapler’s “Make Every Ad Perform Like a Superbowl Ad,” the company smartly markets their “treasure chest of ideas,” that brands can subscribe to with suggestions on how to leverage the big game even if they can’t afford the $3.5 mil on a spot. Their guide covers the halftime show and post-game show that NBC will air as two possible ways in. While there’s no doubt we will be posting some exciting information from the other social TV data companies, I’m curious how much deeper it will go then the predictable “Superbowl sets social TV record,” and “here were the most talked about moments.”

Update: NM Incite released a Giants vs Patriots: Playbook for the social Super Bowl. The playbook shows that the New England Patriots had more visitors on their team’s website, but the New York Giants have more buzz on social media.

4. SecondScreen Networks, a synchronized ad network for second-screen experiences, will make its Super Bowl debut this year with GoDaddy ads synched with mobile apps from publishers Preplay and TapCast. So as you’re browsing those apps, when the GoDaddy spots appear on TV, they’ll appear inside the apps, as well. SecondScreen says this is the first in a series of shared-experience events for their synchronized ads.

5. Foursquare has yet to make any Superbowl announcements. At this time last year, the NYC-based social platform was announcing that they would be promoting the Superbowl has a venue to everyone. When check-ins exceeded 200,000 after the game, social TV companies were a bit terrified that the location experts were experimenting in the TV space. Now that Foursquare is more focused on recommendations, it seems they might not do anything intentionally around the Superbowl TV experience.

This list of social TV in the Super Bowl is meant as a starting point, let us know in the comments or via email if we’ve missed anything that should be included.

New Career Opportunities Daily: The best jobs in media.

For the first time ever, consumers everywhere will have a voice in deciding the winner of the Ad Meter and will be able to see how people ranked the ads and share their favorites with friends.

“The creation of the USA TODAY – Facebook Super Bowl Ad Meter is going to give millions of people the ability to not only interact with the various Super Bowl commercials, but to rate the ads and share with their friends on Facebook. Making the Ad Meter social brings it to an entirely new level and we’re proud to be a part of it,” said Mike Hoefflinger, director of global business marketing at Facebook in the press release.

The interesting part about this announcement is that Facebook seems to me ramping up on their partnerships with traditional media companies. Over the past year Twitter has been at the forefront of leveraging partnerships with traditional TV companies and showing them how valuable the partnerships can be for both sides. Twitter Media even has detailed guides on their site for producers, newsrooms and best practices. Facebook on the other hand clearly states in their “Brand Permissions Section” that “any use of our brand assets in broadcast, such as in television of film production, must be approved by us in writing prior to use.”

Another indicator that Facebook might be going after more media partnerships is that they’re looking to hire a “Strategic Partner Development, Media” representative in New York. The person will “build and enhance successful partnerships, influence internal and external partners, and implement strategic partnership plans with our key partners in the media industry.” And of course, then there’s the recent massive announcement involving Hulu and Netflix.

New Career Opportunities Daily: The best jobs in media.