While joining the tens (if not hundreds) of millions of Super Bowl viewers on Twitter, I noticed that I was repeatedly locked out of Twitter due to “over capacity.” Several Facebook statuses later, I knew I was not alone…
Personally, my use of Twitter coincides with Television viewing. Whether it be quality programing (Lost, 24, Dexter, Entourage), guilty pleasures (Jersey Shore, Real World/Road Rules Challenge, Keeping up with the Kardashins), or one-time events (New York Jets football, the World Series, the Super Bowl), I find myself tweeting with others who have no physical contact during the course of these programs.
During sporting events it’s unbiased statistics and exacerbated fandom. For entertainment dramas, comedies, and reality television it’s love verses hate. During the Super Bowl, however, millions of “analysts” made their way to Twitter for both play-by-play and commercial-by-commercial analysis. This virtual bottlenecking resulted in a slow, frustrating version of a normally instantaneous medium in Twitter.
During the touch-and-go process that was “Super Bowl Twitter” (ironic, considering Twitter was anything but “Super” during the secular holiday) did, however, result in instantaneous feedback for Super Bowl commercials.
Among the “trending topics” of Drew Brees and Peyton Manning were Betty White, Doritos, and ‘Googling.’ One of the highest reaching commercials on Twitter’s “trending topics” was this Vizio commercial:
Within the commercial is the further merging of our Twitter-Television relationship on display tonight. Does Vizio play the role of soothsayer on Super Bowl night? Potentially. Two weeks ago, during an interview on Colin McEnroe’s WNPR radio program, I suggested that we were moving toward a meshing (if not metamorphosis) between the web and TV. This commercial, to me encapsulates just that.
Years ago, Vizio was a cheap American alternative to the Sony’s, Toshiba’s, and Panasonic’s of the world. This commercial, however, suggests there is nothing cheap or second-rate about this company. As I’ve come to realize about movie trailers: a “good” trailer does not make a “good” movie. The same can certainly be said for Vizio’s exciting Super Bowl commercial.
All things considered, it is very exciting to see the infant stages of the marriage of Internet-and-Television via Twitter and the Super Bowl and where it could potentially evolve via Vizio’s Super Bowl advertisement.