Another Super Bowl is right around the corner, so what are you most excited about? The game? The halftime show? We all know the commercials are the best part. This year we’re looking at brands – both those who paid millions for an ad spot and those who didn’t – to see how they are integrating social media into their Super Bowl strategy.
Over the past few years, it’s been harder for NBC to sell their Super Bowl ad spots. In 2012, all spots were sold by Thanksgiving. Last year, all Super Bowl ads were sold by January 3. By January 7 of this year, NBC had only sold 95 percent of its television ad inventory. Although there are more new brands participating in this year’s event than last year (15 brands compared to 9 in 2014), many are shifting their budgets and strategies toward digital media – especially social media. Some brands are showing ads before the game, others are creating social media war rooms, and some are integrating social in new ways that we’re excited to see.