If you are a marketer that cannot find a creative way to join the Super Bowl 50 social chatter, Imgur might be where you belong. The social-media site, which is hugely popular with Gen Y guys, surveyed more than 6,000 millennials and found that more than half of them do not plan to watch the Denver Broncos battle the Carolina Panthers for the NFL title on Sunday.
Forty-five percent of the men surveyed will be doing something other than watching the game, and 58 percent of the women do not have Super Bowl viewing plans.
Seventy-five percent of San Francisco-based Imgur's 150 million monthly users are under 35, while 91 percent identify as "geeks." So nerd-minded marketers—like gadget or software retailers—could have a potentially fruitful opportunity to target this non-sports-loving demographic while competitors focus on the Big Game.
Old Spice and eBay are examples of brands that have tested Imgur's promoted posts in recent months. The platform offers native and display advertising options.
"A lot of work we're doing is brand localization," said Steve Patrizi, vp of marketing at Imgur. "Helping them translate their marketing message [in a way] that makes sense for these users."
Helping them switch from regular English to geek-speak, perhaps? Of course.