How does social media & the 2nd screen play into the Super Bowl?

Advertisers are spending millions to get your attention during the Super Bowl.  Watch the game (and lead up to the game) to see the techniques they use to lure viewers.
Note the use of social media pitches and screen hashtags.  Comment on this post with your observations.

Background Links:
Super Bowl increases TV ad revenue and second screen social interaction
The Super Bowl games means we will be glued to both the big screen and our devices. Good news for ad revenue -- and for social monitoring by brands.http://www.zdnet.com/super-bowl-increases-tv-ad-revenue-and-second-screen-social-interaction-7000010560/

36% of Viewers Will Use Second Screen During Super Bowlhttp://mashable.com/2013/01/28/super-bowl-survey-second-screen-big-game/
It's Game On for Second Screen
http://www.adweek.com/news/television/its-game-second-screen-146825

From adweek.com
Watching the Super Bowl today? AND the commercials? If you are, make sure you join the conversation on Twitter via #adhuddle. Enjoy real-time insights from ad execs on the spots (and the game).

https://twitter.com/search/realtime?q=adhuddle&src=typd

Super Bowl smashes social TV records (and more metrics from the big game)
http://lostremote.com/beyonce-bests-the-power-outage-in-tweets-per-minute_b36500
Last night’s game, halftime show, commercials and power outage combined to make it the most social event on television to date, according to data from Bluefin Labs and Trendrr. The Super Bowl tallied up 30.6M social media comments (Twitter, public Facebook data and GetGlue checkins), 2.5 times last year’s social activity of 12.2 million.

Welcome to Online Journalism

Welcome to the future of journalism. The rate at which content is created is faster and more accessible than ever.  And there are no signs of it slowing down.

As prospective journalists, you will be the people gathering, dissecting, analyzing and publishing for the public. Your tweet can spread around the world in minutes. Your task is to make sure the information you transmit is correct.

The first time.

Once something hits the internet, it is next to impossible to bring it back. That's why it has to be right when you hit the publish key. We'll spend the semester examining how the content you consume is produced. From the user's perspective and from you, the creator's, perspective.

The journalist's world is moving fast. Keep up.