Posts Tagged 'Slice'

The Real Winner of Super Bowl 2012: Social Media

By Dave Finn (@DFinn0711)

We all know how quickly social media has changed the way information is shared and consumed. Twitter, Facebook, Google+ and all the rest transcend boundaries and are now used as key outlets for foreign governments, Major League Soccer teams, media publications, school districts and everything in between. Simply put, social media provides individuals and organizations a microphone that projects their voices across the globe.

The host committee of Super Bowl XLVI in Indianapolis is the latest example of an organization using social media to consolidate and project its voice and the information it has to share. Raidious, an Indy-based digital marketing firm, has put together a team to manage all Super Bowl-related social media activity. With at least 70,000 fans in town to watch Giants-Patriots at Lucas Oil Stadium yesterday and thousands more in the area to enjoy Super Bowl Week festivities, the team’s mission was simple: get the important event information out efficiently.

This was Indianapolis’ first crack at hosting a Super Bowl – and as far as I know, Indy isn’t a popular tourist attraction – so it’s likely that most visitors to the city knew absolutely nothing about it.

That’s where the social media team came in.

In addition to monitoring key words and trends contained in the countless number of Super Bowl game-related tweets, the team used social media platforms to share parking, ticket, event and facility information as well as directions to restaurants and bars, complete with drink deals.

Downtown Indianapolis’ layout is very condensed, so traffic was a nightmare all week. But the social media team didn’t let that fall through the cracks. On Friday, @SuperBowl2012, the team’s official Twitter handle, responded to an Indianapolite (Indianapolan? Indianapoler?) complaining about the gridlock:

Because of the social media team’s efforts, visitors to the capitol of Indiana experienced one-stop shopping for all relevant logistical information – and that’s the key. This brand new effort by the Indianapolis host committee demonstrates social media’s ability to unify a variety of different information in one place. The people running Super Bowl XLVI’s festivities certainly had a lot to say, but social media platforms afforded them one voice with which to say it.

With so much to do and see for fans during Super Bowl Week, this new age task force did its best to minimize aggravation and maximize the enjoyment of one of America’s biggest spectacles. They did it by using social media.

By many accounts, Super Bowl XLVI in Indianapolis was a huge success. And to think we’ve barely talked about the football game.

Why the Giants are going to win the Super Bowl

Giants Will Win Fourth Super Bowl in Franchise History

Eli Manning

After four straight convincing wins, the New York Giants are in the NFC Championship Game. And of the four teams still alive in the NFL playoffs, they have the best chance to win Super Bowl XLVI.

It’s easy to forget that on December 18, they were 7-7 and had just gotten embarrassed at home by the last place Washington Redskins. Statistically, the Giants were near the bottom of the league in total defense and were last in the NFL in rushing. With two games left on the schedule, their postseason hopes were on life support.

Yet in only a month’s time, the Giants have not only turned into the sport’s hottest team, but they have become the most balanced team in the league. Led by Pro Bowl quarterback Eli Manning and receivers Victor Cruz and Hakeem Nicks, the aerial attack is still as dangerous as it’s been all year, but the late-season emergence of a disciplined defense with the NFL’s best pass rush and an effective running game has been the difference between missing the playoffs and contending for a championship.

On offense, the Giants are simply difficult to defend. When they come out in three-receiver sets with Cruz, Nicks, and Mario Manningham, they can throw the ball down the field or keep it on the ground with Ahmad Bradshaw or Brandon Jacobs, which opens up play action. In theory, the Giants can execute a full gameplan using one formation, making it tough for defenders to know what’s coming.

Flip to the other side of the ball, and the Giants can do what most teams in the NFL can’t – they get to the quarterback with only a four-man rush. At times, they can get pressure with Jason Pierre-Paul, Justin Tuck, Osi Umenyiora and Mathias Kiwanuka and don’t have to send linebackers and defensive backs on blitzes. That means opposing quarterbacks have only a few seconds to throw the ball – into full coverage – before the pass rush gets there. Green Bay’s Aaron Rodgers, the probable MVP, can tell you that’s hard to do.

The Giants have peaked at the right time, are versatile enough to win any type of football game, and have an elite quarterback in Manning, who set an NFL record this season with 15 fourth-quarter touchdown passes. Sorry San Francisco and Boston (and SHIFT-less Baltimore), but it’s the Giants’ Super Bowl title to lose. 

Super Bowl 46

Inside the SHIFT Studio: Nicole Kruse

Nicole in Hunter, New York


1. Name: Nicole Kruse

2. Hometown: Whittier, CA

3. Where did you go to college: Chapman University

4. How long have you worked at SHIFT: A little over one year, started May 2010

5. Use four words to describe yourself: Loyal, thoughtful, adventurous, and a neat-freak

6.  What made you enter the PR industry: I was a communications major and PR minor in college, but still wasn’t totally sure what career path I wanted to take. I got a summer internship at small PR company in Newport Beach, CA and the owner became a mentor. She helped me to fall in love with the industry.

7. When you Google yourself, what’s the first thing that pops up: Oddly enough, my outdated bio from the previous place I worked.

8. What blogs or Web sites do you read every day: Cupcakes and Cashmere, Outblush, The Local East Village blog on, Daily Intel on and

9.  If there was a cocktail created just for you, what would you name it: It wouldn’t be a cocktail; it would be a nice refreshing icy cold beer colored pink with a ruffle-y pink bottle.

10. Tell us something unexpected/surprising about you: I’ve always wanted to be a contestant on a game show. My family and I tried out for Family Feud when I was in high school, but didn’t make the cut. My dream game show to be a contestant on is Wheel of Fortune.

11. What do you feel is your greatest personal success in PR thus far? Adjusting to and surviving crazy agency life.

Inside the SHIFT Studio

Casey Ibbetson

Newport Beach, CA

Where did you go to college?

How long have you worked at SHIFT?
1.5 years

Use four words to describe yourself
Goofy, Intelligent, Cheerful, Easy-going

What made you enter the PR industry?
Chance. I started as an intern after college not really knowing what I was getting myself into, but I’ve never looked back!

When you Google yourself, what’s the first thing that pops up?
LinkedIn, Facebook and Twitter profiles. And, unfortunately, this random Facebook group my friend made as a joke four years ago called, “People Who Think Casey Ibbetson Needs To Change Her Picture.”

What blogs or Web sites do you ready everyday?
Yahoo! Shine (mostly to check my horoscope), eMarketer and Today Show site

What do you feel is your greatest personal success in PR thus far?
I’d have to say it was when I brought my manager to tears – happy tears of course! It was the best pat on the back I’ve ever received and the best motivation to keep working hard!

If there was a cocktail created just for you, what would you name it?
Chief Jungle Waterfall

Tell us something unexpected/surprising about you
I speak Spanish and am left-handed

Mimosa Mornings

Usually I only drink Mimosa’s on days that begin with an “S”, so it was a bit unusual to find me at Mighty on a Wednesday morning (8 a.m.!) -but that’s where I was for the Rubicon Project/Powerset Rehab party. The kind folks there that figured with all the TechCrunch 50 partys going on the night before, that a little rehab was in order for the morning after. It was a great party that was pulled off in about three days by their respective teams at SHIFT.

Check out the well oiled machine hard at work.

The party was great, though it would have been better if I didn’t have to head in to work. But I was able to snag some pretty awesome swag – check out what was in the gift bags.

Lessons learned: Mimosa’s before work make you tired! Throwing together a party in 3 days is hectic, but doable.

Bringing the Thunder – Bring on @GaryVee

June 23, 2008 — 10:22 PM EST — by Robert Collins

Last Thursday (6/19) was the much anticipated Gary Vaynerchuk Boston Book launch gathering. Hosted and promoted by the ever present Dmitri Gunn – the buzz about this gathering around the SHIFT HQ was amazing. The word of mouth about the event itself – led to increasing the size of the venue – landing us at the luxurious Hotel Commonwealth downtown Kenmore Square.

The Twitter community was in a fever about the show – with a seemingly new Tweet every other minute.

Why all the hype – why all the excitement? Because Gary has engaged his community like no other wine aficionado – leveraging his natural, gregarious, outspoken self to promote his TV Wine Library Show and new book, 101 Wines. Love him – hate him, you can’t deny is authenticity, passion and spirit.

Leveraging just about every Social Network and web 2.0 community engaging resource to build his brand – Gary has grown his family’s Wine Library business from $4 million to a $45 million enterprise – through Word of Mouth.

Here’s to you @garyvee – You brought on the Thunder and brought out Boston’s top social media savvy personalities to support and share in your success.

And when these new media communities gather – there is sure to be a ton of original and innovative content created to capture the moment – keeping it alive and moving forward.

Thanks to Steve Garfield for sharing his photos from the event.

Other great photostreams from the @garyvee Boston event

Doug Haslam (@DougH)

Shelley Greenberg (@thespottedduck)

Steve Hall (@stevehall)

And the most original work inspired by the event goes to Steve Garfield who unearthed some original Wine Library Theatre footage in this recently discovered film.

Wine Library Theatre with James Fritland

Slices of Life as a SHIFTer: Snacking on Ice Cream Day

June 18, 2008 — 12:43 PM EST — by Amanda Gravel

The wise words of @repcor: “Ice cream’s really important to me, and life.”