While millions of eyes were glued to the TV last night, many brands took to social media channels to optimize their game day marketing to young viewers.

While millions of eyes were glued to the TV last night, many brands took to social media channels to optimize their game day marketing to young viewers. In addition to a pre-game ad, Mountain Dew promoted two new flavors of their morning energy drink Kickstart with a “Kickstory,” a real-time Snapchat story that ran the day leading up to the Super Bowl. The interactive story allowed followers to choose what happened next by using the tag #Kickstart, and videos starring three social media celebrities were created as votes came in. Mountain Dew has been experimenting with mobile social advertising, and their director of marketing explains, “Everyone watches TV with a second screen these days so for us it’s about having the whole media mix.” (Fast Company)