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The Evolution of Social Media in Super Bowl Ads

Feb 6, 2014

I think we can all agree that this year’s Super Bowl commercials were anything but special.

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I think we can all agree that this year’s Super Bowl commercials were anything but special.  Ad guru Lee Garfinkel agrees – “average and okay” was the description he used when evaluating the commercials that ran during this year’s game.  As mediocre as they were, it’s clear that the companies investing millions of dollars in ad-buys are now shifting their strategies in order to make their commercials more memorable and engaging.  The solution?  Social media.

The cost for an ad-buy during this year’s Super Bowl was a record-tying $4M for a 30-second spot.  That’s a lot of money – even for big companies.  What we’ve seen over the last few years is more and more companies relying on social media to create a larger impression with their ad buys.  Understandable – you want your $4M to go as far as possible.  So how, when, and where did all this social media integration begin?  Let’s break it down with a simple timeline.

The cost of using social media to help your commercial become a mega-hit?  $0.  I wouldn’t be surprised to see this trend continue and expect more companies to opt for getting exposure through social media outlets like Twitter and Facebook.  I’m already looking forward to next year’s commercials (and hopefully a closer game, too).

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