On the special occasion of Super Bowl LVI – 2022, which is being played this Sunday, all of the major social media giants are coming out with new tools. These tools and insights are mainly to help both fans and brands engage with the event. Social Media Today helps us decode how these platforms are jumping in the Super Bowl conversation…
See what are they are doing differently for this global event:
META
Meta’s main Super Bowl focus this year will be themed digital clothing for its recently updated 3D avatars, which can now be used across Facebook, Messenger and Instagram Stories.
And for an extra metaverse-aligned kick, Meta will also host a free concert by the Foo Fighters immediately after the big game, which will be streamed on Facebook and Instagram, while it will also be broadcast in Horizon Venues in VR, a sort of preview of the next stage of digital concert experiences.
As is par for the course for most major events, Twitter has implemented hash flags – or emoji linked to hashtags – for the two teams, as well as for #SBLVI.
Winner takes all. 🏆 (by @budlight)#RamsHouse | #RuleItAll
— NFL (@NFL) February 10, 2022
📺: #SBLVI — Sunday 6:30pm ET on NBC
📱: NFL app pic.twitter.com/EJ1T5Itjqv
And lastly, Twitter will also once again be running its ‘Brand Bowl’ event, which awards the most talked about Super Bowl brand campaigns, in a range of categories, based on tweet activity.
Tweet your wildest Super Bowl LVI prediction in 6 words or less
— Twitter Sports (@TwitterSports) January 31, 2022
You'll never guess where it might end up pic.twitter.com/MtVVpZXsBM
Snapchat
Snapchat’s looking to help its users engage with the event by hosting three unique Discover shows from the NFL in the lead-up to the game, while it’s also adding ‘National World Lens’ inspired by the NFL’s National TV spot that will play at halftime.
Users of the NFL One Pass app, meanwhile, will also be able to unlock a special AR experience.
Check out the new #SBLVI AR Snapchat filters on the NFL OnePass app and @NFL Snapchat! https://t.co/xCvq2Dn371@MJAcostaTV | @Kay_Breezy22 pic.twitter.com/GkVkj4PsQP
— NFL (@NFL) February 10, 2022
YouTube
As we reported recently, YouTube is once again hosting its annual AdBlitz showcase, where people can view the Super Bowl campaigns before, during and after the event.
That can be a great resource for researching the latest promotional approaches from big brands – and with Super Bowl ad slots going for around $6.5 million per 30-seconds, you can bet that there’ll be some big, impressive campaigns linking into the game.
Parent company Google has also provided its obligatory trend maps, with this year’s research highlighting the most search wing flavors:
TikTok
TikTok will once again be hosting its Super Bowl Tailgate event, this time headlined by The Chainsmokers.
TikTok will also be a big focus for many brands this year, which will likely see the platform awash with tie-in campaigns and clips as the game gets underway.
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