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The Super Bowl season is a remarkable event in the United States that creates opportunities for people to spend more time together and for social marketing campaigns to be presented. The main marketing idea is to combine the importance of style and sport, and many companies promote their brands and establish a connection with the audience. In this paper, the analysis of Jeeps marketing campaigns based on social media use during the Super Bowl season will be presented to underline the worth of connection between people.
Social Media as a Part of Jeeps Marketing Campaign
Many famous brands find it reasonable to use social media as a part of their marketing campaigns, and Jeep is one of them. One of the goals of the company is to create a social media dialogue with customers and fans. Today, Jeep has about 13 million followers on different social media channels (Christie, 2020). In addition to the official site of the company and its development of various languages around the globe, people are free to join Facebook, Twitter, or Instagram and other services. The latest achievement is the engagement of people is organized through microsites with such hashtags as #Jeep Family or #MyJeepStory (Christie, 2020; Jaekel, n.d.). Social media services help people share their stories and become a part of a community with similar Jeep interests and possibilities. It is not enough to create a story, but it is necessary to add videos, texts, and images. This approach helps Jeep to strengthen the brand connection and support free advertising.
Engagement with the Audience
During the last several years, Jeep introduces powerful ads for the Super Bowl show and finds new supporters and followers in different countries. In 2019, Jeeps commercial known as More Than Just Words gathered more than 106 million online views before the Super Bowl season (Sweeney, 2019). The ad was shared across Facebook and other services, including YouTube, and obtained more than 50,000 positive comments (Sweeney, 2019). After the 2020 Jeeps ad, many people demonstrated their desire to re-watch the movie Groundhog Day because of the participation of Bill Murray as Phil Connors and his one-day story. The social media engagement was effective for Jeep to show young consumers the uniqueness of its services and products, demonstrate its awareness of new digital formats, and the maturity of video experiences. During the Super Bowl itself, the impact of the ad of the audience is greater than social media marketing campaigns because of the possibility to use large scales and involve thousands of people at the same time.
Social Media Role During and After the Ads Premiere
The role of social media during and after Jeeps ad aired cannot be neglected. If before the show, not many people are interested in what brands could present, after the show, public discussions and opinions are spread at a tremendous speed. Social media users are eager to add Jeeps ads on their pages not to advertise the company and its services but to share a story that Jeep has perfectly presented. They aim at creating positive emotions, promoting discussions, and demonstrating the quality of their interests. For example, Groundhog Day is a 27-year-old movie, and not many young adults, children, or adolescents get an opportunity to watch it. Jeeps ad via social media is a unique chance to remember the classics and follow traditions.
Conclusion
Today, social media has already penetrated the lives of millions of people, as well as multiple business fields. Social media marketing during the Super Bowl season continues attracting attention, especially the ads that are offered during the half-time show. In this decade, Jeep has managed to introduce a number of powerful and touching ads, and those demonstrated during the Super Bowl are full of pleasant memories and emotions. There are many marketing competitors for Jeep, but its social media strategies strengthen with time and create a solid competitive advantage.
References
Christie, D. (2020). Jeep leans on fans, multichannel campaign to build off-road community. Web.
Jaekel, B. (n.d.). Jeeps use of microsites and social media sparks heartfelt messaging. Web.
Sweeney, E. (2019). Jeep racks up 106M online views without running super bowl ad. Web.
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