Login or signup
36
ADVERTISING

The Super Bowl: Twitter's Ultimate Test

The game may prove how effective the social-media platform can be as a marketing and advertising tool--and whether you should actually pay for tweets in the future.

Advertisement

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. 

IMAGE: mkhmarketing/Flickr
Last updated: Jan 31, 2014

ABIGAIL TRACY is a staff reporter for Inc. magazine. Previously, she worked for Seattle Metropolitan magazine and Chicago magazine.
@abigailtracy




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Comment and share features
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: