Let’s face the facts; social media is changing our world and
everything we hold sacred. Even the Super Bowl, America's greatest tradition has been altered by social media. Sure the on-field portion of the game is
still the same, but everything else surrounding the game is changing to catch
up with the public’s new favorite form of communication.
One of the most cherished portions of the week leading up to the Super Bowl does not
actually have anything to do with football. The buzz about this year’s Super
Bowl commercials grew to an all-time high with the increased exposure thanks to
Twitter and Facebook. Corporations paid up to $3.5 million for a 30-second
advertisement spot in Super Bowl XLVI. Many of these commercials also encouraged
fans to get Tweeting about their products, such as Budweiser’s #herewego and
#makeitplatnum, as well as, GE’s #whatworks, and Audi’s #solongvampires Twitter
campaigns.
Coca-Cola also ran an ingenious marketing strategy including
the now-famous Coke bears. The advertisements aimed to get people interacting
with Coke on Twitter and Facebook, as well as, checking out CokePolarBear.com
where the bears were ready to interact with fans. Conversley, Papa John’s also lost big
this Super Bowl by running a social media campaign stating that the company
would give away free pizzas to America if the opening coin flip was heads. #Oops
To top off this opportunistic marketing moment, companies
vied for the “most talked about” award. The award was created to honor the
company that garnered the most mentions on Twitter in the week prior to the
Super Bowl. This season, Dannon’s commercial, featuring John Stamos, earned the “most
talked about” award with 1,170.4% increase over normal traffic on social media
sites.
We even are starting to judge the teams on the field by how
much buzz they created on Twitter leading up the game. The New York Giants blew
away the New England Patriots with roughly 63% of the tweets about Super Bowl
containing a Giants mention.
Finally, the game day experience is changing, as fans look
to Twitter for in-game news and updates about the teams, commercials and
halftime show. In fact, during the game,
every trending topic was consistently about the Super Bowl. Some of the most
popular hashtags went to #SB46, #jasonpierrepaul, #Madonna and #thisM&M. Whether we
like it or not, American is changing to fit with the times and that includes
out most sacred of events: the Super Bowl.
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