making a difference with social marketing
by Nedra Kline Weinreich
About Nedra Weinreich
Nedra is a social marketing consultant, author and speaker who works with nonprofits and government agencies for positive health and social change using social media, transmedia storytelling and entertainment education approaches at Weinreich Communications.
I have no interest in the Super Bowl. I guess that's awfully un-American. Yet, yesterday I found myself at a family Super Bowl party, lured by the prospect of guacamole, chili and cornbread. So, while I must admit I did actually watch some of the game (who was playing again?), I paid much more attention to the commercials. Some were clever, some were annoying and some just made me say, "huh?" It's not a good sign when you can't remember what product the commerical was promoting as soon as it's over.
While I saw plenty of ads for beer, cars, soda, beer, fast food, dot coms, beer and beer, I was disappointed that there was not much social marketing to be found. The NFL ran some PSAs of its own, promoting its players' efforts to help after Katrina, and encouraging people to get involved with the United Way.
Dove, partnering with the Girl Scouts, launched its Campaign for Real Beauty to boost girls' self-esteem about their appearance.
To see all of the ads that ran nationally, go to iFilm.
I realize that most organizations doing social marketing cannot afford to purchase an ad on the Super Bowl. A 30-second spot cost $2.5 million and reached between 90 million and 130 million people -- many of whom were actually paying attention to the commercials. For a social marketing campaign targeting issues like men's health, alcohol abuse prevention or obesity, this would have been a sterling opportunity to make an impact as well as generating buzz.