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Crowdsourcing Rules for Super Bowl Ads

January 21, 2013
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A cast of thousands. No, that's not the screen credit for the latest Hollywood blockbuster. It describes how many of this year's Super Bowl commercials are being woven together with a social media assist from consumers. Call it the Crowdsourcing Bowl. Super Bowl advertisers, including Pepsi, Lincoln, Pizza Hut and Doritos, all have reached out to the public via social media for help with their ads to air in the Feb. 3 game.

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In the age of Twitter and Facebook, many Super Bowl viewers will use the commercial breaks to go online and see what people are saying about the game. Having spent record-breaking sums to secure the most valuable television slots in advertising, brands from Coca-Cola to Volkwagen are looking to leverage social media to extend the buzz and reach of their ads.
 
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Thank god for Justin Bieber, Timothy Hutton, Best Buy, Groupon and CPB. And please bless Chrysler, Eminem and Wieden & Kennedy. No need to adjust your glasses. I just offered a small prayer of thanks that included Justin Bieber, an American automaker and a hot shop that's made me vow to never eat at Burger King again.
 

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