Super Bowl Marketers Score with Social Media

59% of viewers will text; 32% will post to Social Network

With Super Bowl XLV just a few days away, Social Media is gearing up as a guaranteed winner during the match between the Pittsburgh Steelers and Green Bay Packers. Advertisers, fans and even the teams are using Facebook, Twitter and other Social Media sites to generate excitement before, during and after the game.

About 68 percent of American adults will watch the Super Bowl, according to an online poll for agency Hanon McKendry. 54% of those watchers said they will talk about the ads with other friends and followers using Social Media.

Advertisers are encouraging such activity to reinforce their brand. Since they are paying $2.8 million to $3 million for each 30 seconds of commercial time during the game, they need their investment to be worthwhile and effective. They are touting their presence on Facebook, Twitter and Foursquare to extend their reach.

The extensive presence of Social Media at events capturing the world’s attention was first seen during the World Cup in South Africa last year. Each time a team scored, traffic on Twitter quadrupled, contributing to record traffic across the web.

New records likely are to be set this Sunday with Social Media, and fans appear ready.

Before the Game

Already the online activity has begun.

Budweiser is featuring clues about its three Super Bowl commercials on its Facebook page.

The NFL has 2.4 million fans on Facebook and 1.9 million followers on Twitter. An entire section of its website is focused on chatter on Twitter about the league and its teams.

The Steelers have 1.2 million fans on Facebook and rank second among the league’s teams, behind the Dallas Cowboys, according to the league. The Packers rank eighth with 565,000 fans.

During the Game

Coca-Cola has pledged to donate $1 to charity for every Coca-Cola-related picture that users upload online

Porsche wants users to check-in on Foursquare during the game and upload pictures of its cars they see circling the stadium. Those participating in the contest also have to use the Porsche # on Twitter and mention their entry.

Viewers can rate the ads on Super Ad Poll, launched by Mindscape three years ago. The agency will award the “Super Big Thumbs Up” trophy to the advertiser whose commercial ranks the highest on the online game-day poll.

During the game, 59% of viewers will be texting about the game, according to Knowteria, a Minneapolis business research firm in its Super Bowl Facts and Figures report about the 2011 event. 32% of those watching the game will be posting their commentary and reactions to social networking sites.

Pigskin aficionados shouldn’t be offended by the mobile activity surrounding them since 44% of viewers partaking in the game are doing so for the commercials, half-time show and the fun, only.