Twitter wants to be the top social media destination for this year’s Super Bowl—not just for the game and the halftime entertainment, but also for the biggest ads of the year. That’s why Twitter has created the first #BrandBowl as a place for advertisers and users can congregate and discuss the Super Bowl. The #BrandBowl will hand out awards for ads—including brands who don’t advertise during the game—that drive the most Twitter engagement.
Ryan Oliver, Twitter’s head of brand strategy for the U.S. and Canada, calls #BrandBowl the “first ever social subscription for users to get TV spots delivered to them on Twitter.” It’s a relatively simple mechanism. Users simply retweet a tweet from Twitter’s marketing account (@TwitterMKTG) any time after Jan. 29 to activate both a Twitter notification in real time when ads air and a link to a Twitter moment after each quarter with video of each of ad.
Since brands will likewise have to opt-in to have their ads included, Twitter can’t promise that it will show users every ad that airs during the Super Bowl. But it does offer cord-cutters, busy partigoers and Super Bowl ad fans an easy way to catch up with or rewatch the night’s most talked-about ads.
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