A lecture I gave to students in my "Cultures of New Media" class the morning after the Super Bowl, Feb. 4, 2013.

1. COMM 340
SUPERBOWL 2013 & SOCIAL MEDIA
ANNENBERG SCHOOL OF COMMUNICATION, USC
Prof. Kathi Inman Berens Spring 2013

2. Facebook: “We Are the 1-Stop Shop”
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 Let’s test the hypothesis in biggest ad spend of year.
 FB Disintermediation = “cut out the middle man”
http://en.wikipedia.org/wiki/Disintermediation
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3. Surprise!
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4. Twitter, not FB, the platform of immediacy
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5. @SuperBowlLights
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4 Mins. Later
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6. 8 hrs later, down to 342 Followers
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7. Meanwhile, over at FB
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8. Well, OK. On FB, Lotsa Beyoncé ♥
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9. What FB Didn’t Do
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10. Ad Age: 4 Brands Capitalize on Blackout
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 Show this page & discuss:
 http://adage.com/article/special-report-super-
bowl/marketers-jump-super-bowl-blackout-twitter/
239575/
 See highlighted passages at end (in KIB Diigo)
 Analyze #s of RTs for the 4 brands: what’s sharable
& why?
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11. Oreo = Winning
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12. When I searched SuperBowl on FB….
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Wha?
“Friends” works only if yr friends care about SuperBowl.
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13. How the database served my “Friend”
SuperBowl content
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14. Premier Paid Interactivity: Coke
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 http://adage.com/article/cmo-strategy/scenes-
coca-cola-s-super-bowl-2013-ad-plans/239568/
 Review article, then watch this & discuss
 http://www.cokechase.com/index.html
 Key ideas: 1) Coke trying to move ppl fr TV to
second screen & continued interactivity; 2) Coke
building a “library” of IRT moments, but …. [next
slide]
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15. Nothing Beats Quick Reaction IRT
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16. IRT can work against a brand, too
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Though some
students said
GoDaddy notoriety
achieved goal of
Shareworthiness.
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17. Go Daddy
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 http://www.huffingtonpost.com/2013/02/03/
godaddy-super-ad-video-2013_n_2612484.html
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18. Persistent Question
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What is the value of a “Like”?
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19. What is the damage (and duration) of a FAIL?
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.0005% of Fans.
Spam
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20. A Day Later, #NotBuyingIt Still Actively
Criticizing Brands Deemed Sexist
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21. 5 Conclusions
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 Super Bowl ad spends reflect televisual habits, not
“second screen” IRT participation. Best #sb47
marketing was the most relevant & authentic: Oreo,
Tide, VW, Audi’s reactions to Superdome Blackout.
http://kathiiberens.com

22. 5 Conclusions
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 Countervening FB’s claim of ubiquity: platform
affordances are unique & non-trivial. We don’t live
on any one site.
 2nd-screen merits IRT strat & “social media listening.”
This is not the same as Coke’s prepping canned
produced content ready to launch at a unique IRL
scenario.
http://kathiiberens.com

23. 5 Conclusions
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 Oreo “war room” win: F2F& synchronous is still
fastest for corp decision-making.
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24. 5 Conclusions
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 Push back can be instantaneous, then linger & build
momentum.
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