Effective Social Media Involvement Of Super Bowl 51 Fans Stretched Ad Dollars

Interactive ad strategy – use of live-streams, paid social advertising, and giveaways – were the hallmarks of successful social media and mobile campaigns for several Super Bowl 51 advertisers. Especially effective was PepsiCo’s Lady Gaga halftime show strategy for its Pepsi Zero soft drink, but Budweiser, casual dining chain Buffalo Wild Wings, and Snickers were also able to stretch their airtime ad dollars using social media. Pepsi sponsored a number of giveaways during the game in which football fans who were social media users could interact with Pepsi sites up to halftime. They were then given a chance to win merchandise by re-posting Pepsi’s tweets.   [ Image credit: © PepsiCo ]