When you shell out thousands or even millions of dollars for a television commercial or print advertisement you expect to have a serious return on your investment. Social media makes this a much easier than task than ever before.
Time was when some people would actually tune in to the Super Bowl to see the television commercials, especially if the game didn't feature one of their favorite teams. These commercials would debut which much fanfare; usually longer, funnier versions of what would eventually enter regular circulation. If you wanted to see the entire commercial you needed to catch it during the Super Bowl.
This year, however, many companies have opted to release their Super Bowl commercials days in advance of the game, using YouTube, Facebook, Twitter and Google+ to help give their message a viral quality.
This makes perfect business sense, especially when you consider the commercial is already finished and just waiting to be released. Why not use your social network to get the most from your investment?
Many companies struggle to find ways of promoting their brand via social media, without realizing they can re-purpose existing advertising to fit their network.
Does releasing a Super Bowl commercial diminish the value of a 30-second spot aired during the game? In my opinion, no. If anything, it creates a sense of expectation, with more people interested in watching the commercial they have been hearing about all week from their Facebook friends.
The average cost of a 30-second commercial aired during the Super Bowl is $3.5 million In order to recoup their investment companies need to think creatively and use every promotional outlet in their arsenal. This is not only common sense, it's good business.