Most, if not all of the 35 or so advertisers in this year's Super Bowl will be trying to send viewers to websites to further engage them. They will be competing with Super Bowl advertisers, who will be trying to grab viewers from the many who will be online and pretty much everybody else. The power of social media is that it puts the power into the hands of whoever can wrest attention. The Super Bowl itself, for the first time, is setting up a Super Bowl Command Center. A team of social media strategists and technical experts will situate themselves in a 2,800 square foot facility and monitor the conversation on Facebook and Twitter and other social media platforms to interact with the expected 150,000 people who will be in Indianapolis for the game. They will help them find parking, perform other helpful tasks and be on hand in the case of an emergency. As of this writing there are more than 21,000 people already following the command center on Twitter.
The Internet can be an incredibly useful marketing tool for advertisers. The trick is to find the right level of engagement for the brand. Consumers, who utilize the second screen generally, are enjoying discussing the event with their chosen network of family, friends and associates and eavesdropping on what others are saying including the rich and famous. The brand that tries to get to intrusive or familiar runs the risk of actually alienating the consumer or worse angering a consumer who can then aim his weapon—his influence—at the brand. In this day and age an influential consumer with an axe to grind can do some damage. I hope that with all of the online excitement, we don't miss the game!
This work is the opinion of the columnist and in no way reflects the opinion of ABC News.
Larry Woodard is a director on the Advertising Week board and chairman of the American Association of Advertising Agencies' New York Council.
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