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Super Bowl XLVI Social Media Command Center Powered by Awareness Social Marketing Hub

Host committee uses the Awareness Social Marketing Hub to deliver "Hoosier Hospitality for the 21st century," managing social media channels to engage with fans

Burlington, MA-(February 1, 2022) – Awareness, Inc., provider of on-demand social marketing management software (SMMS), has announced that the Awareness Social Marketing Hub is the exclusive social management tool powering a highly complex effort by the Indianapolis Super Bowl XLVI Host Committee to service and engage fans via social media. The Social Marketing Hub is the backbone of the Super Bowl XLVI Host Committee Social Media Command Center, where a staff of 50 monitors and responds to comments and fan safety issues, and provides fan-powered tips on what's happening via four social media channels – Facebook, Twitter, YouTube, and Flickr.

Planning for the Command Center began more than a year ago, with the Committee making a final selection of the Awareness Social Marketing Hub in July 2011. "After reviewing over 60 different social media management solutions, we found the Awareness Social Marketing Hub to be the best fit," says Taulbee Jackson, president and CEO of Indianapolis-based social media agency Raidious, which is managing the Super Bowl XLVI Host Committee Social Media Command Center operation. "We needed a tool that would help us deliver Hoosier hospitality for the 21st century by centralizing activities and allowing us to monitor and respond to fans in real time while having strict publishing authorization processes in place. We selected Awareness because of its ease of use and deep functionality."

The Indianapolis Social Media Command Center is a 2,800 sq.-ft. facility perched strategically above the Super Bowl village in the heart of downtown Indianapolis. A staff of 50, including student interns from nearby universities, uses the Awareness Social Marketing Hub to monitor more than 300 keywords on Facebook, Twitter, YouTube, and Flickr. The platform allows the team to respond in real time to fan comments, providing directions and venue information, as well as gathering and sharing information to ensure fans don't miss any of the action. The team is currently managing as many as 1,500 interactions per day across the four channels, a number that is expected to climb as the big game approaches.

"The Indianapolis Super Bowl XLVI Host Committee really got it right," says Mike Lewis, vice president of marketing and sales at Awareness, Inc. "Social media is not an afterthought. It is an integral part of how you plan, design and execute your fan engagement. The Committee is using the Awareness Social Marketing Hub to support a very large-scale, complex operation with a lot of moving parts – in essence blending social customer service with a robust Social CRM approach. Planning your social media infrastructure and outreach design helps address fan comments and issues in real time, when the big time comes. This also help with the post-game analysis, which will equip the Indianapolis Super Bowl XLVI Host Committee to understand what worked and what needs to be improved for next year."

Awareness, Inc. offers a unique blend of measurement, analysis and implementation technology that streamlines content creation, dissemination and measurement across social media channels and provides insight into consumer interaction and behavior online. The Awareness Social Marketing Hub empowers customers to convert social interactions into monetizable gains.

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About Awareness

With a unique combination of technology, experience and thoughtful support, Awareness enables smart marketers to efficiently and effectively generate ROI from 100% trackable social media interactions. It is the leading provider of OnDemand Social Marketing Automation Software designed specifically to address all key aspects of social media marketing -- from demand generation to customer acquisition and social customer engagement. The Awareness Social Marketing Hub, the company's flagship social marketing software, is the only solution available that ties Social Prospecting, Social Scoring and Social Profile Database into one solution resulting in a detailed social marketing ROI. Awareness works with some of the world's leading brands and marketing agencies including Major League Baseball, FOX Broadcasting, NBC Universal (Comcast SportsNet), Raidious, American Cancer Society, Tiger Woods Foundation, The Carlsberg Group, Mindjumpers, Nuance, Demandware, Trend Micro, and Computer Associates.

Backed by NorthBridge Venture Partners, Awareness is headquartered in Burlington, Massachusetts.

Media Contact

Mike Lewis
Phone: 781-270-2400
Twitter: @bostonmike and @awarenessinc

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