By  on February 5, 2010

The Super Bowl is more social than ever — thanks to advertising tie-ins with Facebook, Twitter and YouTube.

“I expect to see a lot more ‘For more…see Facebook, Twitter or other social media,’ in this year’s Super Bowl commercials,” said Mitch Joel, president of digital marketing agency Twist Media, referring to the growing number of ads referencing social networks in the past 12 months.

And with the cost of 30-second TV spots between $2.5 million and $3 million, along with tough economic times, the action for advertisers has started well before CBS begins its telecast of the game at 6:25 p.m. Sunday, and it will continue well past the final whistle.

“It’s the only time America gets involved in advertising,” Drew Neisser, chief executive officer and founder of Renegade, an alternative marketing agency, said of the communal moment and entertainment value created by Super Bowl commercials. “X number of people will be doing searches online, based on Super Bowl commercials, while they’re watching the game.”

That’s what Super Bowl XLIV advertisers like Dockers, Dove and Denny’s are counting on.

This year, they may also benefit from heightened interest in the telecast’s sold-out national commercials because of the controversy and buzz about CBS accepting a Super Bowl spot from Focus on the Family featuring Heisman Trophy winner Tim Tebow, which is to carry an antiabortion message, and rejecting a commercial from gay dating service

In post-game day action, there will be 30-second spots starting Feb. 12 in movie theaters nationwide for Dove’s Men + Care, which is being advertised in the 30-second, second-quarter commercial “Manthem,” said Linda Cornelius, a managing director and senior partner at Ogilvy & Mather, which created “Manthem,” as well as Dove’s first TV spot in the Fifties, and the signature phrase “one-quarter cleansing cream.”

A 60-second version of “Manthem” will be posted online at YouTube, Hulu and Yahoo Sports, among other destinations, immediately after the game.

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