If you're considering dedicating part of your ad budget to a Twitter campaign, Super Bowl XLVIII may show whether those 140 characters are worth the investment. Beyond food, parties, and football, the big game will be a test of the power of the social-media platform.
According to The Wall Street Journal, Twitter has been preparing for the game for a long time, providing companies including Unilever, Bank of America, and Pepsi with detailed user data and analysis to help them understand what is being talked about on Twitter and make predictions for how the event will unfold on social media.
Twitter is not charging for its services, the Journal reports. The idea is to make the companies feel more comfortable using the platform for advertising and marketing so they eventually will pour money into it. Twitter also hopes that by working with these brands, it will be able to bring data-backed evidence to others that illustrates how the platform can be used more effectively as a marketing and advertising tool.
Already, though, some companies have been spending on Super Bowl Twitter campaigns. The Journal reported that Unilever has invested $500,000, while Toyota, Groupe Danone (Dannon), and Anheuser-Busch InBev (Bud Light) are also on the list.