Indianapolis’ Super Bowl Playbook Includes Social Media

Serving as the host of the Feb. 5 showdown between the New England Patriots and the New York Giants in Super Bowl XLVI, Indianapolis is taking its responsibilities to heart—or, should we say, to the social Web.

Starting on Jan. 23, a team of about 50 people led by Indianapolis-based digital marketing agency Raidious will shack up inside a social media command center—a 2,800-square-foot space reserved for monitoring and responding to the influx of fans visiting the city for the championship game, reports The firm’s CEO, Taulbee Jackson, sits on the Super Bowl host committee and was asked to help with social media strategy for the event.

The team will aid fans throughout two-week Super Bowl experience, from tweeting directions to those in search of parking to recommending local attractions, as well as providing any important information, such as what to do in case of an emergency. Raidious has enlisted the help of students from nearby universities. The entire team will work 15 hours a day (in rotating shifts) to answer questions and stay on top of the social conversations in the city revolving around all Super Bowl-related events and festivities.

The effort could prove to be a good template for managing communications for a large-scale event in a time when it seems almost everyone is digitally connected. And social media, while a great tool for brands to communicate with their audiences, is also the modern soapbox-of-choice for disgruntled individuals to voice their displeasure at and about a brand.

About 100,000 to 150,000 visitors are projected to descend on the city for the game, and social media will play a key role in ensuring a smooth, fun experience for all—well, at least for the ones rooting for the eventual winner.

Follow Sahil Patel: @sizpatel