What Tide's Super Bowl Success Can Teach Brands About Social Media Strategy

Sick burns can only take you so far

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Do sick Twitter burns lead to sales? If a brand dunks in the dark, does it still make a sound?

Five years after 360i’s real-time tweet heard ’round the world, brands are reassessing the value of maintaining an always-on social media presence, responding to competitors and desperately seeking the next Super Bowl “Oreo moment.”

“Every brand still wants to be relevant on social media during the Super Bowl. But the days of everyone needing a live, up-to-the-moment social war room have passed,” said Muh-tay-zik | Hof-fer associate partner and group creative director Joel Kaplan, who has worked on the digital elements of multiple Super Bowl campaigns.

To his point, brands actively engaged with one another this year.



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