Super Bowl LII and Minimal Social Media

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Super Bowl LII and Minimal Social Media

For the past two weeks, I have had the opportunity to work at both the Super Bowl LII Experience and Super Bowl LII Tailgate. While here in Minneapolis, I’ve worked as a zone manager over a sepecific section of the Super Bowl LII Experience and at the Tailgate. Both of these events are extremely large scale and cater to a significant amount of people. The tailgate before the game served roughy 10,000 guests while over the course of the week, the experience saw a total of 100,000 plus fans in and out. These events are insanely intricate productions and require a lot of man power. However, it was not so much the intricacy this year that surprised me, but rather how little social media push there was.

Both the experience and the tailgate required guests to use a particular barcode to get into games and other attractions. This barcode was assigned after they downloaded the Super Bowl LII Fan Mobile Pass app. Aside from this app, there was very little technology presence. Part of this can be attested to the Super Bowl’s popularity and status. It is one of the most watched, if not the most watched, games of the year bringing in millions of viewers. This type of platform provides a level of viewership that doesn’t necessarily require the sponsors and others to have a social media strategy. However, it is interesting that there is not more of a push to get consumers involved. After all, millions of viewers tune in to watch the commercials alone, so there is ample opportunity for companies to start social media campaigns. As social media continues to rise in popularity, it will be interesting to see how companies and events providers create both platforms and content for their consumers to utilize and engage in during the Super Bowl week.


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