We Only Care About The Advertising Anyway… What’s Already Happening at the Social Super Bowl?

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January 22, 2013 ‐ By Kimberly Maul
Ray Lewis and the rest of the Baltimore Ravens are headed to the Super Bowl, playing against the San Francisco 49ers. AP Photo/Paul Jasienski

Ray Lewis and the rest of the Baltimore Ravens are headed to the Super Bowl, playing against the San Francisco 49ers. AP Photo/Paul Jasienski

Every year, there are increasingly more stories about companies using social media in addition to, or in place of, traditional Super Bowl advertising.

This year, Twitter is reportedly increasing its price for Promoted Trends related to the Super Bowl, a strategy the company has started to embrace around high-traffic social media days, such as the Presidential Inauguration yesterday.

In the past, a company could purchase a Promoted Trend for the day for $120,000, but several sources told AdWeek that the price has risen for the Super Bowl, and that Twitter doesn’t have any plans to break up the day and sell Promoted Trends for certain hours.

But brands can also create their own social media buzz leading up to the Super Bowl. Target introduced a mobile game called Snack Bowl, which is available via mobile browsers, and iPhone and Android apps. The game also incorporates other brands, such as DiGiorno pizza and Coke Zero, as their products are used in the game.

Other companies, such as Pepsi and Pizza Hut, are crowdsourcing content for their brand’s Super Bowl ads, with the most well-known example being Doritos. For the seventh time, Doritos fans are invited to shoot and submit their own commercial, with two winning spots based on customer votes, airing during the game. CBS, which is the network airing the game this year, is also encouraging fans to submit photos for a pre-halftime show video, according to USA Today.

And still more companies will preview their Super Bowl ad spots online and via social media, a strategy that some say takes the fun out of watching the commercial breaks during the game.

Will you be using Twitter and social media during the Super Bowl? Will you be writing about the ads, the game, or the party you’re going to?

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