"You can spend the money on a Super Bowl spot and create momentum, or you can create a digital campaign that creates a movement," said Nick Reed, co-founder of digital agency Shareability. "A movement can create real change. ... For a fraction of the cost of a Super Bowl spot, you can create a movement that captures and capitalizes on all the excitement surrounding the Super Bowl. That momentum can last long after Sunday."
The Super Bowl drew 114.4 million viewers on TV last year. At the same time, more than 65 million people were talking about the Super Bowl on Facebook. According to the social media company, 85 percent of Super Bowl TV viewers were on their mobile phones while watching the game.
"Eighty percent of our revenue is mobile," said Matt Idema, a marketing executive at Facebook. "It's significant and it's grown year over year. We are a mobile ad company."
The social network launched an ad program in August 2015 that's designed for companies that want to market to people during live events. Even some Super Bowl television advertisers are using the service, Idema said. For example, website development company Wix will run simultaneous ads on Facebook, Instagram and through various Google platforms, throughout the game and especially around the time of its TV commercial.
"The reach that mobile devices have, and the fact that Facebook and Instagram are two of the most important mobile platforms, means you can get a lot of reach and engagement on mobile even if you're not buying a Super Bowl ad," said Idema.