Twitter feeds, social-media management dashboards, news articles
and, of course, the actual game were projected on two walls of the
small room where half the people were gathered, huddled over their
laptops and tablets and sitting on couches or the floor. In the
corridor outside, creatives were sitting in front of another bank
of TVs working up copy and graphics for ideas for tweets that had
been floated. Innocean's managing editor and creative director
seemed to move in between those areas the most.
The creative director, Tom Pettus, said toward the end of the
game that only about one in 10 ideas for tweets that had been
circulating actually ended up being tweeted.
The pre-game strategy
Prior to game day, the social-media team had had a notion of being
more responsive to events during the game. In strategy sessions, it
had gamed out likely on-field scenarios that would make for good
Twitter fodder, such as the first touchdown and New Jersey's cold
weather, as well as the seven-layer dip that some viewers would be
preparing for parties. But after fully absorbing how the great
frenzy among would-be successors to Oreo, they decided against
trying hard to be clever and to focus instead on people and brands
who were mentioning Hyundai.
"Our takeaway was not to hijack moments on the field," said
Nguyen Duong, Innocean's director of digital strategy. "[Hyundai
director of marketing communications David Matathia] encouraged us
to demonstrate some restraint."
Hyundai had previously operated a social-media "newsroom" a week
earlier for the Grammys, which was effectively a trial run for the
Super Bowl, according to Jon Budd, the company's senior group
manager for new media. Before that, the team had used Google+ to coordinate social
strategy remotely during an October episode of "The Walking
Prior to kickoff yesterday, Hyundai already had a couple of
real-time tweets in the pipeline. The team had noticed that several
YouTube comments for its first-quarter Genesis spot, "Dad's
Sixth Sense," referenced the Mitsubishi Evo, which makes an
appearance in the ad.
Mitsubishi wasn't a Super Bowl advertiser this year, but Hyundai
gave it some attention.
The team had also spotted a tweet published in the morning that
praised "Dad's Sixth Sense" for its depiction of fatherhood. With
less than 750 followers, the writer didn't have a large social
footprint like other Twitter users Hyundai and Innocean would
target later that day, like AOL's David Shing. But the notion was
to create content that would "surprise and delight" a specific
user, according to Innocean's managing editor Robert Moritz.
The caricaturist drew a picture of a little boy presumed to be
the writer's son, who is pictured in his Twitter handle. The team
tweeted it to the writer when the game was already well