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CartArmy - Your Social Marketing Team
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Global Social Marketing Review
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Global Social Marketing Review - Video
Social Marketing Tribe Review
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Social Marketing Tribe Review - Video
Doritos' Super Bowl competition
Ann Mukherjee, chief marketing officer of Frito-Lay, discusses Doritos' "Cash the Super Bowl Competition" campaign; Simon Lowden, CMO of PepsiCo Beverages North America, talks about Pepsi's big game strategy.
Other companies are rolling out similar campaigns to insert their brands into the online conversation about the game, according to Matt McGee of Marketing Land, which tracks online marketing.
"The smart brands are recognizing that you can't just put a hashtag or your [Facebook] URL on the end of your ad," he said. "If you really want to make a splash, you have to have a plan and inject yourself ... in some creative way."
Dozens of sponsors plan to extend their reach online with social media campaigns this year, said McGee, who will be tracking their output and tallying the results on the site's #HashtagBowl. This year's online conversation is expected to include most of the game's on-air sponsors, he said.
Far from sitting back and waiting to see who shows up on their Twitter feeds and Facebook pages, the Super Bowl sponsors stepping up their social game are mining data flowing in from each platform and channel.
Jaguar's team, for example, will be able to see which tweets and posts are having the biggest influence on brand fans and potential buyers. They'll also be monitoring the wider online conversation about the game, buying keywords to help their tweets trend higher and to boost the reach of their posts.
Social media blitzes like Jaguar's aim to transform a single TV spot aimed at millions into an opportunity to connect with one viewer at a time. The long-term goal, of course, is to steer those viewers into Jaguar showrooms.
"When people indicate they want to engage with you at a big event like the Super Bowl, they're sort of giving you permission and saying, 'Hey I want to talk to you and learn more about you," said Curry. "And I also want you to learn more about me, because I might be interested your brand or your cars."
By CNBC's John Schoen. Follow him on Twitter @johnwschoen or email him.
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Social media matters at the Super Bowl