The 2012 Super Bowl set a new high water mark for Social TV.
TV has long been a personal experience, perhaps shared in real time by one or two fellow couch potatoes in your den or the following morning with co-workers.
Social media has changed that. Now TV is shared in real time with friends and strangers who share your passion for Grey's Anatomy or SNL. This trends blows up during major events.
According to Bluefin Labs, the 12.2 million social media comments during and after the Super Bowl represented a 578% increase over last year. During the final three minutes, tweet volume was about 10,000 tweets per second. There were 985,000 comments about the commercials alone. (That's wikibranding in action.) H&M/"Beckham", Chrysler/"Clint", and Doritos/"missing cat" led this conversation.
A couple of smart marketers recognized this by integrating a social aspect into their Super Bowl promotions. Chevy offered an app to use during the game as part of a real time car giveaway. Coke let viewers stream the Polar Bowl and watch the bears react in real time to the game and the commercials.
Social TV requires that we plan a conversation, a social experience, not just a campaign. Yes, we want to reach our audience. But then what? Enable the conversation with social tools. And, as always, inspire the conversation with a killer creative idea.