As every year, on Sunday the United States experienced one of its most multitudinous events. The 48th Super Bowl, held in New Jersey, attracted the attention of millions of Americans who massively took to the screens to follow the pulse of the party that played the Seattle Seahawks and Denver Broncos.

In parallel to the vicissitudes of the meeting, another equally massive phenomenon repeated itself : the brands looking to seduce the huge audience that brings the event (just over 108 million viewers in its 2013 edition). For years, the Super Bowl has become a decisive stage for large US companies: it is time to premiere trade under the watchful eyes of millions of people who can define the fate of their marks for the next 365 days. The interest aroused ads is such that according to a recent study by Lab42, 39% of viewers are more interested in publicity than the game itself (percentage climbs to 42% for women).

Social TV has arrived

To meet these expectations, advertisers disbursed an average of $ 4 million for each 30 seconds of advertising space, an economically high bet which is usually preceded by long months of preparation. The ads, you know, should maximize its effectiveness when addressing a mass audience and, therefore, different.

Figures aside, the fact is that the big brands are noting a trend that consolidates year after year in each issue of the Super Bowl: the presence of the “second screen”. What experts call the “social TV” begins to clearly anticipate through social networks with millions of users as outstanding game as what is said about it. This year,  6 out of 10 viewers of Super Bowl commercial event shared via social networks. 41% was connected to a social network during the development of the party.

As a true thermometer of this phenomenon, Twitter reflects increasingly tracking users online. The increase hashtags related ads is a strong indicator of this trend: in 2013, of the 63 commercial broadcast, achieved 23 mentions in the popular social network.

Beyond the statistics, some brands seem to be understanding of what the new scenario is. Last year, following the sudden blackout that affected for afew moments the transmission party, two companies completely different items were allowed to generate spontaneous ads through their accounts in social networks. With doses of wit and irony, both Oreo as Audi took the occasion to “climb” to the social conversation.

Another code, other content

Oreo strategy, which in the early hours had already garnered 14,000 retweets , is revealing for its simplicity and effectiveness. A simple and timely tweet quickly puts the mark on everyone ‘s lips, showing huge viral capacity.

The example also serves to define which are appropriate to deal with this new scenario tools. Hyperactive consumers that operate in a context “multiscreen” seem to demand more creativity than investment. What this does not mean that the “mainstream” television content are losing their relevance but that this “real-time marketing” Giddy should be governed by other parameters.

The most obvious of these rules is simplicity: the speed prevailing in social networks need agile content can flow and viralizarse. In contrast to the showmanship that implicitly expect from television, social networks simple messages seem to gain consumer preference.

Another crucial aspect of the new stage is the place that makes you give to the users. Companies like Doritos, Audi and Pepsi are actively involving Internet users in the development of your ads. Under different forms of interactivity, marks the creative process open networks and leave the key instance of the Super Bowl to show. Audi, for example, urged YouTube users to choose from 3 possible endings for commercial star, testeando -by theway- public taste.

As we see, the opportunities offered by the “real-time marketing” are decisively encouraging. For now, it is true that many analysts prefer more accurate data on the impact of their social media campaigns, though initiatives such as Nielsen could be useful in this regard.

In any case, the first requirement imposed on the new stage is to consolidate the ability to generate simple, rapid and timely content which are no indifferent to the energetic viewers of the “second screen”.