A lot of Super Bowl marketing talk is about command centers – teams of social media analysts and content creators ready to make content and engage with followers in-sync with the live broadcast. This is more than ‘me-too’ strategy from last year’s experience where many brands including Oreo made hay when the lights went out. With millions of ad dollars at play, clear willingness by people to participate on multiple screens and the growing effectiveness of content marketing, the biggest consumer brands ought to suit up for the game. (You can see AdAge's rundown of who bought what here)
Meanwhile, a few technology companies are putting their big data-crunching capabilities on display. Here are three examples:
These guys have created a clever brand “dashboard” that displays the volume of mentions in 3 views: ordered list, trend over course of the game and share of conversation. Pretty simple. You can see the 2013 version here and when the game starts it will revert to live data (every 5 minutes). Not a lot of insight but still a neat barometer.
I am not sure what to make of this microsite which seems to advertise data-driven insights but delivers little more than a few videos so far and a hard to crack fan visualization. Perhaps it will all come alive during the game. It is a bit odd that the video promoting how they will use social media analytics for fans keeps framing everything as “buzz” or “buzz scores.” I feel we discredited the term “buzz” about 4 years ago.
Adobe is running a series of reports that will likely be published at the end of the game (you can get them on their CMO.com site). Meanwhile, they will make use of their Twitter handle to dole out data nuggets throughout the day. It’s not clear what to expect from their coverage. So far, the graphs and charts look static. The conclusions they are drawing from the data are not all that surprising either (e.g. big viewership for the Super Bowl!)