Ad execs who work for brands that regularly advertise during the Super Bowl often say they begin planning for the following year shortly after the winning team heads to the locker room.
But for Fiat, it only took a mere five to six weeks to put together a social media campaign built around its Super Bowl ad. Coca-Cola's social campaign for Coke Zero, "Make It Possible," took about six months to create. Meanwhile, Ford's "Doug" spokespuppet campaign took about a year from inception to the bitter end.
How did it happen? Fiat went to its social media agency, Ignite, asked it to come up with ideas and then picked the best one. Ford also relied on its agency, Team Detroit, for ideation. Bu…
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