Social Media Super-Sizes The Super Bowl

by Team Caffeine · 4 comments

lori r taylor, revmediamarketing, social media, social media marketing, branding, product branding, networking, oneclicksociety, socialcaffeine

Social Media Makes Everything Better

Want to know how to make the biggest sports game of the year even bigger and better? Add social media to the mix.

Indianapolis is the home of Super Bowl XLVI and the city intends to make the most of all the media attention. To this end they have enlisted the help of local interactive marketing and communications company, Raidious, who has in turn brought on board dozens of volunteers, established a social media command center in downtown and spread the message across the entire social web. So far, their efforts have been paying big dividends. The NFL reports the pre-game events are attracting more visitors than ever before and Fans are boasting about the fantastic experience they are having in the city.

It hasn’t hurt that the weather has been decidedly spring-like, meaning the “warming zones” the city set up around their Super Bowl event complex have not been needed as much as expected.

All of this is great news for Indianapolis, and even better news for social media marketers because it has brought attention to the impact possible when social media is used effectively. Fans visiting Indianapolis not only have all the NFL information they could ever need at their fingertips but they also have everything they need to know about the city they are visiting. Where to park, what to eat, where to grab a beer; what hotels still have rooms available and where they can get all their favorite NFL related gear. There is a veritable army of social media volunteers monitoring the networks to handle any problems a visitor to Indianapolis might encounter, so nobody has a bad time. (At least that’s the idea.)

Until the Super Bowl is finished and the dust settles it will be hard to know exactly what the full impact of all the social media attention has been, but in the days leading up to the big event, so far, the fan reaction has been everything organizers had hoped for, plus a whole lot more.

“We saw a way Indianapolis could take things to next level in terms of how we use social media to deliver a great visitor experience,” said Taulbee Jackson, president of Raidious, the digital media company overseeing social media strategy for the Super Bowl Host Committee. “If they’re online talking about anything about this [Super Bowl experience], we’re able to determine that and respond to them.”

The social media command center is staffed by 16 full-time employees and 30 volunteers who manage the @superbowl2012 Twitter handle and related Facebook, Flickr, YouTube and Foursquare accounts. They also will run a blog.

Click here to read more about the social media efforts surrounding Super Bowl XLVI.

Team Caffeine

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{ 4 comments… read them below or add one }

Stan Faryna February 2, 2012 at 6:40 am

This will make an interesting case study for how cities can use social media to enhance the experience of tourists and fuel the local economy via recommendations and social search.


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Andy Nathan February 2, 2012 at 12:19 pm

Like the fact that the city took the initiative to get their social media efforts moving. Not just wait to see what happens.


LoriRTaylor February 2, 2012 at 12:29 pm

I agree. Better to try and than do nothing. Even if you fail. To know and not do is the same as not knowing. Have a great day!


Ascentive February 4, 2012 at 12:28 am

Taking it in their own hands was a smart move. Why watching other creative heads using the social media tool when you can do it yourself and be crative. With the experiences from this event they will be well prepared for the next …



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