Social Media Center to Help New York Deal with Super Bowl Mayhem | Adweek Social Media Center to Help New York Deal with Super Bowl Mayhem | Adweek
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Social Media Center to Help New York Deal with Super Bowl Mayhem

Host committee unveils a 45-person operation

The NY/NJ Super Bowl Host Committee will lean on social media to deal with the 400,000 visitors coming into the Greater New York City this week. Just off the corner of 53rd and 7th Avenue in Manhattan, the committee—after months of preparation—has unveiled its Social Media Communications Center (SMCC), which is sponsored by Visa.

In a street-level office space that seats a few dozen digital helpers, the center is designed to let the host committee push original content and engage with tourists while responding to their concerns. Online consumers can ask the SMCC for info and aid using #SBQuestions or @NYNJSUPERBOWL via Facebook, Twitter and Instagram.

The 1,200-square-foot room includes 20 desktops, 25 laptops and a large interactive data screen (see image). With the National Football League's Super Bowl XLVIII scheduled for Sunday evening, the center will be in operation through Monday from 8 a.m. to 10 p.m.

According to the committee's statement today: "The SMCC will serve as a hub for real-time information with a daily average of 40 team members poised to serve as 'virtual volunteers,' who will monitor key pods of information—hospitality and entertainment, transportation, game day operations and weather—throughout the social media network. They will have direct access to Super Bowl XLVIII partners in these concentration areas creating the most robust platform of information in Super Bowl history."

Meanwhile, the operation marks the third social media command center for the big game, as Indianapolis first executed the idea two years ago.

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