The Super Bowl is one of America’s most watched events, perhaps one of America’s most significant cultural events. As a result, major brands are trying their hardest to take advantage of the marketing opportunities an event of this magnitude represents. PepsiCo plans on having two paid ad spots during the Super Bowl, but more importantly, PepsiCo will be engaging in conversations during the game on Twitter. Although plans to use social media for earned media, those plans have been delayed due to the Covid Pandemic. Since the pandemic restrictions have ended, PepsiCo Chief Marketing Officer Todd Kaplan did not disclose the number of people live tweeting the Super Bowl but he did say for operations as large as this a war room is a crucial element for driving brand engagement live.
