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For years, brands have tied major marketing campaigns to high-profile sporting events, capitalizing on the millions of viewers who tune in to watch them.
Brands recognize that creative, out-of-the-box spots play a significant role in the overall viewer experience. In fact, one study showed that more millennials now watch the Super Bowl for the commercials than the game itself.
And while TV advertising isn’t going anywhere, the rise of social media has added a new and increasingly important element to the marketing mix.
Analyzing leading brands’ social campaigns across 2014 FIFA World Cup Brazil, the 2016 Summer Olympic Games and the three most recent Super Bowls offers prime examples of how social can work hand-in-hand with other channels.