The Impact of Super Bowl XLVI Online

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Super Bowl XLVI
Feb. 5, 2012. 6:20PM ET. Lucas Oil Stadium

Anyone with an Internet connection is invited to participate in this year’s Super Bowl, which will be streamed online and to phones for the first time ever. The Super Bowl’s internet broadcast symbolizes a new wave of internet technology, extending its reach to a wider audience and giving spectators greater access to all of the Super Bowl’s events. This kind of major event presents a great opportunity to learn about consumer engagement values online and the impact of “Now Advertising,” shedding more light on what consumers think online NOW. This year, fans will gather around the world to watch, engage and participate in America’s greatest sporting event. Even though mobile optimized Web Presence and Video search engine optimization are still in early stages, one thing is certain, this year’s online Super Bowl coverage is sure to have a more immediate effect on conversion.

As part of this year’s Super Bowl advertising game plan, agencies have launched customized websites with interactive, theme-based tools to attract fans and consumers. The latest mobile technology products will not only be featured in television commercials, they can be viewed using mobile technology and connect users around the globe to each other and to the brands. There’s no doubt that advertisers have placed major efforts in creating ads that could potentially become viral marketing videos, as they are 141 times more likely than a website to generate a “click-through” in search engine results. Using Video Search Engine Optimization (VSEO) for increased brand awareness and displaying interactive QR Codes (Quick Response Codes) in television and Internet ads, marketers and advertisers worked hard to make the Super Bowl experience as accessible as possible.

Indianapolis’ Super Bowl Village has transformed three blocks in the heart of downtown into an interactive, NFL Football themed, festival, but that isn’t the only engaging fan attraction. Mobile apps will enable fans to win prizes, get stats and get behind scenes, sneak previews before the game and during the game, as well as insider access to commercials and ads. Post-game is where most online advertisers and e-retailers are expecting to weigh online consumer behavior and social media reactions, to measure what resonates with people the most.

Audience Viewership this season was at an all time high, with fans all around the world being given the chance to participate and engage online, making this year the most connected Super Bowl in the history of the NFL.

Your Super Bowl XLVI Game Day Online Resources: 






Social Media

Search: #SuperBowl (For Viewer Reactions)
Search: #SB46 (Official Tag of the Super Bowl)

2012 Indianapolis Super Bowl Host Committee

Web links & Online Fan Engagement