Social Strategies Differ for Auto Brands in Super Bowl

Toyota looks for sales with paid ads, Mercedes plays the long game

The difference between an earned-only strategy in social media versus paid-plus-earned can be like the difference between the Baltimore Ravens’ methodical, pro-style offense and the San Francisco 49ers’ quick-strike "pistol" formations. And with that in mind, football fans and/or marketing followers, Mercedes-Benz's game plan right now mimics the Ravens and Toyota resembles the Niners.