During the build-up and for the duration of the Super Bowl, social media plays a major part in the way in which brands engage with their audiences. It used to be the case that the 30-second advertising spot on the evening of the game was the focus for a brand, but now social media plays a significant part in providing teasers, previews, or even extended versions of a 30-second spot ahead of the big night.

From the list of the following brands, pick a brand and then analyze how they have used social media to engage with the audience during the Super Bowl season. In your posts, focus upon the following things:

1. How has the brand used social media as part of their overall marketing campaign?
2. How is the engagement with the audience that social media generates different to that of the Super Bowl ad itself?
3. What role does social media play during and after the ad has aired?

Please pick from the following brands:

• Pepsi
• Sprint
• Bud Light
• M&Ms
• Wendy’s
• Doritos
• Jeep
• Diet Coke
• Or select a brand of your choice from the most recent Super Bowl.

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