A Play-by-Play From Jaguar's Super Bowl Social Media Lair

Carmaker embraces its role as villain on Twitter

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Early in the Super Bowl’s first quarter, Jaguar found itself playing defense. Lexus—not even a big game advertiser—was buying space on Twitter, piggybacking on its #goodtobebad hashtag.

When you’re cultivating a bad boy image with villainous Brits in your commercials, you don’t abide rivals squatting on your hashtag. Jaguar planned for this kind of game day action; its ad team was holed up in a rapid response social media center, which they dubbed the “Villains’ Lair.”

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