Forget the Super Bowl ad

This week, we're taking a look at brand tweets during the Super Bowl. We're measuring our pasta cooking times with hot tunes. And we're racing with a brand that underwrites a NASCAR fan's dream job.

No advertising budget, no problem

Brands have found a way to capitalize on the biggest collective audience of the year — without having to spend millions to air a 30 — second Super Bowl commercial.

Twitter account Steak-umm fun entertainment starts everything with a simple pleas : “(W)e can't afford sup3r b0wl ads so now we are tweeting to get attention, please join.”

Individuals and corporate brands alike answered the call. Uno and Dentyne chatted in the thread along with the likes of Michelle and Rick. Reddit, the company that paid for the shortest Super Bowl commercial this year, entered the game, replying: “We spent our entire budget on it so now we are also bankrupt. Want to hang? ”

Steak-umms isn't the only brand to take the "A" game to Twitter during its airtime. Velveeta self-publishing Super Bowl promotional tweets, making scathing comments on each tweet – without mentioning the brand name: NO THANK YOU SO HARD. ” “PLEASE ADD COLD.” “INSURANCE COMPANIES ARE SO COOL / FUN – AS INSURANCE IT.”

WHY IS THE PROBLEM: You don't need an advertising budget to take advantage of major world events or even your audience's life. Join the social conversation with comments that match the brand voice your . But don't just tweet – make sure to engage with your audience. After all, if someone makes tortillas for you (like Rich did for Steak-umms), you should thank them.

HOW WE HEAR ABOUT IT: We credit (blame?) SunnyD for bringing us down that rabbit hole. We saw the juice brand's tweet praising Velveeta, then spotted the Steak-umms sequence in SunnyD's retweet.

(BTW, thanks to everyone who joined CMI's Monina Wagner and CMWorld Slack host Jeremy Bednarski for the Super Bowl live chat. Join the channel to see the conversation. here .)

You don't need #SuperBowl ads to get attention, you just need great #SocialMedia #Content. @Steak_umm @EatLiquidGold and @SunnyDelight showed how it is done via @CMIContent. #WeeklyWrap Click to post a Tweet

Barilla stirs the pot with a pasta timer playlist

Spotify playlists from pasta brand Barilla serve as a backdrop for customers' culinary experiments – and as a melodious timer. Drop the noodles into the pot, press play, then drain the perfectly cooked noodles once the music stops.

The Barilla . playlist timer includes seven playlists of varying lengths and genres of music. Each list corresponds to the recommended cooking time that a type of pasta shapes. Options include Mixtape Spaghetti, Boom Bap Fusilli, Moody Day Linguine, Pleasant Melancholy Penne, Best Song Penne, Top Hits Spaghetti, and Simply Classic Linguine. The playlist includes pop, hip-hop and indie hits performed by Italian musicians. (No lyrics can compete with the classic On Top of Spaghetti.)

WHY IS THE PROBLEM: Barilla Italia intelligently connects one aspect of using its products (cooking) with an enjoyable content experience (music).

It's a wise move for brands to consider what to expect after buying. Barilla's playlists help it keep in mind (or engage) its customers. After all, grocery store shelves are filled with pasta options. Barilla is playing with the idea that once you've heard the catchy cooking tunes, you'll be more likely to pick one of their signature blue boxes.

HOW WE HEAR ABOUT IT: CMI's Cathy McPhillips read this paragraph from Delish.

. @BarillaUS #PlayListTimer brings home cooks the experience of #music content – ​​and the promise of perfectly cooked noodles via @cmcphillips @CMIContent. #WeeklyWrap Click to Tweet

Busch Beer offers fans a job with a NASCAR driver

In an unusual twist on sponsorship activations, Busch Beer created a contest to reward a fan with a paid position ($50,000 “salary”) as a crew member. for NASCAR driver Kevin Harvick. The contest also features a new NASCAR Netflix series, The Crew, which premieres February 15.

The job of “interviewing” is also somewhat unusual. The first phase happens on Twitter (@BuschBeer) on Sunday, February 14. During the Daytona 500, Busch will tweet four questions. Candidates must answer all 4 questions to be considered for the second round. Ten finalists will be selected based on the creativity, originality and best expression of the Busch brand. They will undergo virtual interviews and background checks. The winner will receive $50,000 and a chance to join the crew (specific missions to be determined) in the remaining 2021 races.

WHY IS IT PROBLEMS: By asking people to "apply" for the job, Busch ensures that the participants are invested more than if they simply replied or retweeted something. And Busch will likely end up with great content from the winner's year as a crew member. That's a big impact for a relatively low investment.

HOW WE HEAR ABOUT IT: We wrote about NASCAR Content Partnership with Netflix – The Crew starring Kevin James – last year. When we checked in on its launch date recently, we saw contest news .

. @BuschBeer contest gives one lucky fan $50,000 work in a @NASCAR crew. Read about this and other promotional #ContentMarketing examples in #WeeklyWrap via @CMIContent. Click to Tweet

Intrigued, confused, or surprised by an example, a news story, or something else in content marketing? Share it with us by completing this form . We may feature your submissions in the upcoming Weekly Summary.

Cover photo by Joseph Kalinowski / Content Marketing Institute