Monday, February 8, 2010

The Saints Win the Super Bowl: Will Brands Capitalize Through Social Media?

The New Orleans Saints just won Super Bowl XLIV. They beat the Indianapolis Colts in dramatic, yet dominant fashion. Drew Brees will ultimately be immortalized in the city of New Orleans as the first QB to play in and win a Super Bowl for the team, doing it only several years after the devastation of Hurricane Katrina.

Jonathan Vilma, the defensive captain and middle linebacker for the Saints, will also be remembered as a folk hero because of his role as a leader both on the field and in the Haiti relief effort.

The story lines are great and continue well beyond these two players. Now the question is how will brands capitalize on the great stories and immense popularity of this year's Super Bowl winners. Sports Illustrated will inevitably do a special commemorative edition with matching championship hat, Disney will ask Drew Brees to visit one of its amusement parks and Wheaties will seek out at least one or maybe all of the Saints to be pictured on a new box of their cereal.

We've now seen brands use social media for their Super Bowl commercial spots, but will we see social media be used in these post victory promotions? Should we expect to see live streaming video of Drew Brees taking his son to Disney World? Will be get to see a Flickr photo album of Reggie Bush posing for the new Wheaties box? Will Sports Illustrated offer a discounted rate for their commemorative edition to their Twitter followers?

I tend to think we're not quite there yet, but we're getting close. This year saw more advertisers leaking their commercials on YouTube than ever before, more social media communications about the brands participating than ever before and more attention being paid to that online conversation than ever before.


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Social media often becomes a rat race. Who has the newest technology? Who has the most friends or followers? This blog is designed to slow it down a little and remind people that at its core, social media is about relationships and conversations.

Jake Rosen
Managing Supervisor, Fleishman-Hillard

The content on this site reflects my own opinions and not necessarily those of my employer.


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