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RNN DIGITAL: Not so Super(bowl) for Social Media


Sunday past was Super Bowl time, one of the biggest weekends of the year for brands and advertisers. The opportunity to reach a captive audience of millions means that each year brands compete to create the funniest, most memorable, inspiring advertisements of the year.

Great opportunity for brands to advertise and engage fans on social media too, right? WRONG.

Brands often jump on trends or events like the Super Bowl, using it as an opportunity to connect with fans or viewers with relevant messaging. However, when it comes to the Super Bowl, it seems that for most brands, they can tweet to their hearts content, but no one is listening.

By tweeting during a mammoth event such as the Super Bowl, a brand is competing with other brands, Twitter users, sports accounts and fans during the busiest of times. Even the strongest brands could get lost in the mire of Twitter activity, with the conversation moving so quickly that messaging is quickly pushed down a timeline before it’s even been seen!

The best chance a brand has of being heard during an event such as this is of course, paid placement, that will guarantee posts are seen.


The Super Bowl scenario demonstrates clearly that not every big event can be hijacked and utilised to a brand's advantage. Sometimes it’s better to take a backseat and save your messaging for another time when you will be more clearly heard. On the other hand, if you’re going to try and be heard online during a large scale event like the super bowl, you better bring the noise!