Social nets look to be bigger beneficiaries of Super Bowl spend

01/14/2013 | Advertising Age (tiered subscription model)

Marketers are increasingly using social media for buzz-building and crowdsourced campaigns prior to their brands' Super Bowl appearances, lifting the social nets' paid-media prospects. Frito-Lay Vice President of Marketing Ram Krishnan says that the Doritos "Crash the Super Bowl" campaign will include a heavy dose of sponsored stories on Facebook, which will be its largest digital-ad partner. PepsiCo Beverages's global head of digital, Shiv Singh, says Twitter is poised to benefit from the big engagement numbers it posted during the 2012 game.

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