How Social Media Has Changed the Super Bowl

7 Feb

Progressive Media Concepts - Social Media Marketing and Management What usually comes to mind when one thinks of the Super Bowl? Football, beer, wings and, of course, the commercials. TV advertisements have been the traditional method for companies to make a statement during one of the biggest sporting events of the year. But in recent times, the social media revolution has drastically changed the way big businesses, and even the halftime performers, are getting their messages out there.

Some companies, such as Skechers, used social media prior to the launch of their advertising campaigns to increase hype around their commercials. The Skechers Facebook fanpage has been promoting Kim Kardashian’s shape-up ad for almost a month. By providing their fans with sneak peaks and extra footage, they tried to create more traffic and engagement with their consumers leading up to the Super Bowl. To keep fans coming back, they have continued to post about Kardashian after 100 million viewers got to see what the hype was about during the Super Bowl.


Skechers is only one example of a company that used social media for their Super Bowl campaign publicity. Go Daddy had a similar strategy, where they allowed consumers to get behind the scenes footage if they liked their Facebook fanpage before the Super Bowl. Audi used Twitter and Facebook icons during their commercials in order to drive more traffic to their social media sites rather than their static page.

In 2011, it’s apparent that social media played a large role in shaping Super Bowl advertisements. One of the most shocking social media campaigns took place in 2010 when Pepsi Co. decided to allocate $20 million to social advertising. For the first time in 23 years, Pepsi Co. did not have a TV spot during the Super Bowl. Their Pepsi Refresh campaign statistically surpassed all other advertisers in online mentions and consumer reach via the Internet.

Even the halftime performers have taken social media under their wing in order to gain more recognition. Will.i.am from the Black Eyed Peas promised fans that he would be tweeting during the performance in order to give them an up close and personal experience during the halftime show. Will.i.am was interviewed on multiple occasions promoting his new social media strategy for fans, and definitely saw an increase in his followers because of his creativeness. Check out his tweets to see how it actually went down.

Most importantly, people must understand how consumers are using social media during the Super Bowl. Viewers are constantly posting on Facebook and Twitter about the commercials, the products and the companies that they see during the game. Opinions about ads that were funny and ads that tried too hard took control of our minifeeds last night, in addition to the crying Steelers fans and triumphant “cheeseheads.” Overall, social media has impacted everything and everyone when it comes to the Super Bowl.

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