For years, X (known back then as Twitter) was the so-called second screen for the Super Bowl, where fans and brands huddled to react to Big Game moments in real time. This year, however, it’s unclear which social media platform, if any, will serve as the Super Bowl town square.
At this year’s Big Game, expect to see the beginnings of a shifting second screen environment where, “instead of targeting broad audiences, brands focus on individual audience members, crafting messaging that integrates seamlessly into their personal social environment,” said Kate Wolff, founder and CEO of Lupine Creative agency.
It’s a moment brought to you by social fragmentation.
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The original post is at Marketing Archives – Digiday
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