With the Dot-Com Super Bowl far behind us, marketers turn to a new phenomenon of incorporating social media to get more bang for their $2.8 million investment. Super Bowl advertisers turn to social media sites such as Facebook, Twitter and YouTube to initiate special promotions, consumer involvement and digital elements. Advertisers have already begun campaigning and creating hype for bigger promotions scheduled to begin once their commercial airs on game day. With the accessibility of new mobile technology such as BlackBerry, iPhone and other Smartphones, marketers are banking on increased access to social media while viewing the game.

With high hopes and dependency on viewers to react, many advertisers are utilizing the Super Bowl for the first time to begin new campaigns for the New Year. In attempt to market the Kia Sorento to younger parents, Kia will air their first ever Super Bowl ad featuring characters from the popular Nickelodeon TV show Yo Gabba Gabba. Homeaway.com, a vacation rental service, will air its first yearlong national campaign featuring Chevy Chase and the Griswold family of “National Lampoon’s Vacation.” They not only hope to achieve success from their advertisement, but are also looking to capitalize on the well-known Internet hype that occurs after the commercials air.