Super Bowl: Social media change advertisers' game

Today's big winner might have the best game plan for tweets, links, likes and texts. And we're not talking about football. The companies that have forked over about $3 million for every 30-second commercial during the Super Bowl XLV telecast also are using social media more than ever as they seek more bang for their buck. Long before the game began, big league brands like Pepsi, Doritos, Audi, Chevrolet and Mercedes-Benz kicked off Super Bowl campaigns that leveraged the consumer networking power of Facebook, Twitter and YouTube. Their goal is to create relationships with viewers that will continue long after the final gun sounds. That has turned the game, as the industry publication Advertising Age labeled it, into the "Social Bowl."