If you have been paying attention to social media at all this week, you will have seen Coca Cola coming under fire for its Super Bowl commercial; a multilingual version of “America the Beautiful.” The commercial has been said to be “un-American” by some of the Super Bowl audience, and has had many questioning why a predominately English-speaking country should change the language of a patriotic song in order to “advertise” and “pander” to “foreigners.”

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With the rise of social media, many marketing employees stayed at the office a few extra hours over the weekend to watch the Super Bowl. Brands such as Volkswagen established “war rooms;” small groups of communications professionals waiting to exploit opportunities via Twitter.