Jan. 31 - Super Bowl advertisers will have one eye on the game- and one on their second screens, monitoring Twitter and other social media to see how they score with fans at the big game. Bobbi Rebell reports.
Will it be funny man Tracy Morgan poking fun at lip syncing? Or sexy super model Kate Upton at the car wash? Or will it be adorable babies flying through the sky? This year's Super Bowl ad game will be all about who gets the buzz- and especially the tweets- on the second screen: Geek Factory CEO Peter Shankman: SOUNDBITE : PETER SHANKMAN, MARKETING CONSULTANT AND CEO OF GEEK FACTORY, (ENGLISH) SAYING: "You'll know immediately if your ad has any sort of success by whether or not it's trending on Twitter. Twitter is a boon for advertisers in the respect that they can see in real time if that ad is working, what people are saying and of course Twitter's top trending lists right to the right on the homepage of Twitter show you what's working and what's not." Budweiser launched a Twitter feed solely to ask fans to name the baby Clydesdale who stars in its Super Bowl ad. A lot of companies leverage social media well before the big day- not just releasing ads but promoting them to consumers. Frito-Lay is back with its "Crash the Super Bowl" competition. Fans make the ads, and then vote. And if the ad does well enough- the winner could take home $1 million bucks. Chief Marketing Officer Ann Mukherjee: SOUNDBITE: ANN MUKHERJEE, SENIOR VICE PRESIDENT, CHIEF MARKETING OFFICER, FRITO-LAY NORTH AMERICA, (ENGLISH) SAYING: "First you get people hooked in. You get people to have skin in the game because they are making ads and then they have skin in the games because they are voting, then you see what happens at the Super Bowl, and then you want to watch the drama after the Super Bowl to say who is talking about who. That is a six-month engagement plan. That's multiple screen engagement plan." It's a proven strategy for Volkswagon. which pre-released this ad- called "Get Happy". Its' Star Wars themed ad's had astronomical success a couple of years ago Volkswagon U.S. President Jonathan Browning: SOUNDBITE: JONATHAN BROWNING, PRESIDENT AND CEO, VOLKSWAGEN GROUP OF AMERICA, (ENGLISH) SAYING: "That built great awareness in advance of the game even to the extent where "The Force" - the mini Vader ad that we showed that year had had almost 15 million views by the time the game actually kicked off." And even though last year's game was the most watched U.S. telecast of all time- that extra mileage is crucial. Thirty second spots are going for as much as $4 million bucks this year.