Synergy Is the Game for Super Bowl Advertisers


FOR millions of football fans, the Super Bowl is the biggest social occasion of the year. That is becoming the case for Super Bowl advertisers, too, as they add a robust presence in social media like Facebook, Twitter and YouTube to their marketing lineups.

Years ago, the purchase of a commercial during the game was accompanied by not much more than promotions and a publicity campaign. That changed with the rise of the Internet as an ad medium as sponsors started supplementing Super Bowl buys in ways that included special Web sites, video clips and search-engine marketing.

Among the brands advertising during Super Bowl XLIV that have Facebook fan pages are Audi, Bud Light, Coca-Cola, Denny’s, Dodge, Doritos and Hyundai. Doritos, sold by the Frito-Lay division of PepsiCo, is promoting on its fan page a contest to help select three commercials created by consumers that will appear during Super Bowl XLIV.

The increasing role social media is playing for Super Bowl sponsors is echoed by efforts to include mobile marketing in the media mix.