With Nielsen’s prediction that two out of every three Super Bowl viewers that watched Sunday’s game were simultaneously following and joining conversations on their tablets and smartphones, we wanted to study how the ads themselves played into the viewers’ online activities. First, we scoured each ad for mentions of websites, social networks, or hashtags. Then we took it a step further and analyzed each platform the brand was using to see if there was consistency between the ad itself and the look, feel, and conversation taking place on the brand’s website and social media channels. What were we after? We wanted to see just how many of the ads were part of a greater, integrated marketing campaign with social media at its core. Ultimately, 35 out of 55 ads, or 64% showed this level of continuity between the ad and the brand’s social platforms.