The Super Bowl has become a marketing professionals dream, for years, millions have tuned in to view not only the game, but the much hyped commercials during the accompanying marketing blitz. This year however, things shifted. After the YouTube success of VW’s 2011 commercial, many companies previewed, teased, and in other ways enhanced their commercials online. Apps were developed, and customers reached out to in new ways. Could this signal a shift in the influence of traditional versus new media? With the millions spent on 30 second ad spots, social media presents an efficient and improved method for reaching potential customers.
Mashable recently posted The Top 15 Tweets-Per-Second Moments on Twitter, #2 and #3 are from the 2012 Superbowl. Consumers have shown that they consistently engage online while viewing traditional media, and as companies find ways to bridge the gap between the two, they can expect better results.
In a slightly different vein, this year marked the first use of a Superbowl Social Media Command Center. The center was set up to serve fans attending the Superbowl, but one can hope that its success will lead to more integration of social media with tradition broadcasting of the big game. The command center served as the official source for information valuable to those visiting from out of town, and helped fans receive timely answers to their questions as well as learn of activities the city had to offer.