- Not everybody likes the loud party guy with all the friends and buckets of charisma. But lots of people do.
- Nobody likes the wannabe party guy who is just loud.
Brands may not be expected to "participate in a two way dialogue" on broadcast television, or during a 30 second Superbowl spot (though they should be listening and learning). Because for those 30 seconds the brands are the life of the party, they have purchased the stature of everybody's friend.
But just seconds later, someone else is the focus of attention. The second your spot ends, you cease to be the center of attention. Sure, people may speak fondly of you the day after, remembering your great punchline. But if you don't join the next party, everyone will have forgotten you in just a few weeks time.
The superbowl is great for mass awareness. But it would be a shame to throw away all that awareness without the most rudimentary digital/social follow up.
The Game is over. Let The Conversations begin.