Feb 03, 2012

Super Bowl XLVI Digital Strategy Runs a Blitz

Super Bowl XLVI will be one for the record book for more reasons than being a rematch from 2008 between the New England Patriots and the New York Giants. From mobilelive streaming of the game via Verizon and advertisers changing their strategies to reach consumers to version 2.02 of the Super BowlGuide app and a social media command center to reach tweeters and Facebookers, the digital media aspects of this year’s Super Bowl are unprecedented.

The socialmedia command center will be set-up downtown in host city Indianapolis and staffed with strategists, analysts and techies to help monitor fans’ social conversation and give fans parking information, directions to fun attractions during their visit and answer any other questions that may come up. The command center will also be prepared in the event on an emergency or disaster. Like many brand or company socialmedia marketers, the social media staff for Super Bowl XLVI will be searching for specific keywords and phrases from fans and Indy visitors while watching for hash tags such as #superbowl2012, #Indy, #SBVillage and #NFLExperience among many others. Creating a social media experience for Super Bowl fans and game goers helps create a positive reputation for Indianapolis and Super Bowl XLVI, as well as provides communication with fans in the way fans are communicating with each other.

As 150,000+ fans are expected to flood Indianapolis, millions more will be watching the big game from home on their big screens, small screens and Verizon Smartphones. I’m excited to see what other digital media rolls out during the game on Sunday and which brands embrace an integrated marketing strategy to entice consumers with commercials and then direct them to a Facebook or Twitter pages to increase engagement.