2007 "kiss" controversy likely may spur online buzz during game's first TV commercial.
Snickers will lean on social media and paid search to support its :30 Super Bowl ad, which may trigger considerable online chatter for two primary reasons.
The candy bar brand is running the first in-game commercial, a point in the broadcast that lends itself to timely piqued interest levels for TV watchers who simultaneously post at Facebook or Twitter. Also, it is Snicker's return appearance to the Super Bowl stage - three years after micro-site that allows users to create audible "Baby Mail" messages and then share them with friends.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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