Do you remember Super Bowl XLVII, AKA the “Blackout Bowl,” when the lights went out for 34 minutes at the Mercedes-Benz Superdome? Brands capitalized on this opportunity to post to their communities, playing in the Zero Moment Game – a time brands engage with their communities through digital platforms in real-time.
For brand strategists, it’s vital to grasp the do’s and don’ts of participating in the Zero Moment Game, because in all competitions, there are winners and losers. Your brand may just come out on-top, as the Baltimore Ravens did in Super Bowl XLVII.
In order to be successful in the Zero Moment Game, your brand should have staff on-hand and monitoring the current event. They should be quick, sharp thinkers prepared to demonstrate the brand’s personality and encourage engagement with their online communities quickly. Posting content that’s timely and relatable can facilitate brand-consumer relations and enable brands to better understand the needs and wants of their communities.
NASCAR successfully engaged their fans and racing enthusiasts through launching the “Hashtag 500” Twitter campaign during the 2016 Daytona 500. @NASCAR and @FOXtv tweeted special hashtags and the 500th “racer” to tweet a custom hashtag, along with #DAYTONA500, won memorabilia from the event. NASCAR received more than 13,000 mentions in one minute, increased their followers by 640 percent and their live audience growth by 22.5 percent, setting a record for the largest social media spike in history and the most engaging season launch ever, according to the Twitter Awards.