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It’s Super Bowl week, so marketers are promoting their social-media enhanced TV ads in droves. Possibly half the ads will be social this year. Many of the stories point out that digital media can extend the life of these $3 million spots, and engage via smartphone. Some of the pundits quoted focus too much on youth audiences. Twitter isn’t mainstream – hashtags, Audi? really? – but Facebook is. At least Visa’s Twitter campaign is deeply integrated. Pepsi skipped the Super Bowl a year ago, in order to focus on truly “social” social marketing: cause-related contests. It turns out Pepsi got too many professionals competing, so has adjusted its campaign. And it’s back on the Big Game this year.