Sitting in a comfortable chair on Sunday night, the cold bottle of beer was leaving me a round mark on my khaki pants on my left leg. I simply couldn’t take my eyes off the TV. I never watch football, but the Super Bowl is the exception. 113 million people, simultaneously, were watching every detail of such mega production where the sport is the perfect excuse to meet with friends and family and see the dedication in which artists and media professionals show off their work in the most ingenious way. Since advertising during the game costs millions, it’s no surprise that those ads are an intrinsic part of the show.
Lady Gaga staged a 13-minute lavish show for the half-time and sang her iconic songs as I, almost involuntarily, took another sip of my already lukewarm drink.
But the best was yet to come. The ad they broadcast immediately after her live concert introduced Albert Einstein playing a violin in a large room, which seemed to be his studio, on one of those golden afternoons where the sun obliquely sneaks in through the large windows adorned with thin white curtains. Surrounded by countless books, a cup of hot tea next to a bitten apple on the desk, the acclaimed scientist was there: barefoot, sporting high-water slacks and standing on a carpet covered with numerous hand-written notes with his formulas on white paper.
“Einstein” played the melodies of “Bad Romance,” a song we all had fresh in our memories. There was no better time for that National Geographic commercial promoting their new series, “Genius,” based on the best scientist of the last century. The 47-second video ended with an old Albert pulling a high note from the instrument in his hands, staring at the camera with his classic silver messed-up hair and sticking his tongue out as if he was enjoying the moment.
I immediately put my beer aside and instinctively grabbed my iPhone to check out the social networks. As soon as I opened Instagram, I saw the same video in my feed. NatGeo uploaded the commercial with revealing details: “Albert Einstein had many love affairs (some might even say bad romances) during his lifetime – but one loyal companion through it all was his cherished violin he called Lina. ‘If I were not a physicist,’ Einstein said in 1929, ‘I would probably be a musician. I often think in music. I live my daydreams in music. I see my life in terms of music. I get the most joy in life out of my violin.’ #Genius, National Geographic’s new series starring Geoffrey Rush, tells the story of how one imaginative, rebellious patent clerk with a penchant for Mozart became the greatest scientific mind of the 20th century. Premieres April 25th. And for now, enjoy this sneak peek of Albert Einstein playing his beloved Lina.”
Excited I tweeted; ‘Although Lady Gaga did an excellent job, NatGeo stole the show.’ To my surprise, @natgeo retweeted my message to its 15 million followers on Twitter while the Patriots were still running in the field on their way to glory. My humble tweet had a total of 75 RTs and 670 likes and the conversation is still going on.
Many e-marketing experts are against uploading the same content on all managed networks. But in this case it was a wise move. Is your company maximizing social media marketing?