How you can catch the wave of Super Bowl hype

A little preparation mixed with quick, on-the-fly thinking can do your brand wonders this Sunday.

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“Social media has made every consumer a publisher,” says Deutsch’s Sheldon. “They garner street cred by sharing compelling content, so we use social media to fuel that phenomenon. You want to get the credit as the one who’s so plugged into culture you found it first.”

Sheldon encapsulates the benefits of using a major event like the Super Bowl to drive your campaign/press release. These days every company must produce compelling content to keep the attention of the viewer/consumer, but that is much easier to accomplish when you connect your efforts to something that already interests the prospective viewer. The Super Bowl fuels this interest, providing a great opportunity to produce a successful press release/campaign with a built-in advantage. Bottom line: It works Regardless of one’s feelings about the Super Bowl or interest in football, the bottom line is that not taking advantage of the popularity of the game is foolish, even if you aren’t promoting a sports-related product. Data confirm that consumers want Super Bowl-related content. Suzie Reider, head of industry development at YouTube, offered these insights to Fast Company:

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