| Good morning, Marketer, how was your Super Bowl? Once the Giants were out, I didn’t have a horse in the race, but I hope you enjoyed the game (or the puppies on the other channel). It’s always worth looking at how brand marketers exploit the Super Bowl because, if you think about it, it’s one of the few remaining entertainment spectacles that commands a mass audience. Okay, there are the soccer World Cups and the Summer Olympics, but they don’t come around as often. But just because the Super Bowl has a mass audience, it doesn’t mean they’re all consuming it in the same way or through the same channels. Interesting, then, to think about how brands can engage with that audience — beyond just traditional TV spots. Kim Davis,
Editorial Director | 