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MBJ-TV: 'Social Super Bowl'

By Stephen McDill

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Popular Super Bowl commercial titans like Mercedes, E-Trade and Coca-Cola are now chasing after audiences on the Internet through YouTube, Facebook and Twitter.

Randy Lynn, creative director for Jackson advertising agency Maris, West & Baker, tells MBJ-TV that many familiar brands are adding social media to their annual advertising budgets, budgets that were previously devoted only to TV airtime.

“Social media was starting to take off as a trend last year with the Super Bowl but this year its gonna be a really big factor,” Lynn said. “Just about everybody that’s advertising is gonna have some sort of way that they’re trying to integrate their commercial in with either a contest or promotion.”

Lynn said one campaign that is generating buzz is from Mercedes-Benz. The German auto manufacturer recently unveiled an online contest called “Tweet Race.” Using their Facebook page to garner “fans” the company is sponsoring a cross-country race between four Tweet-fueled, Mercedes-driving teams.

One word that Lynn said companies are looking for this year is engagement. “They want their commercials to have a life outside of the 30-second or 60-seconds in some cases that it airs on TV. They want to get people talking about the commercials. In some ways they want to know if the commercials work.”

Regarding the TV spots themselves- Lynn said research analysts are pointing to three successful trends viewers can be on the look out for this year during game breaks: animals, babies and pretty women.

About Stephen McDill


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