This year, there were 43.9M total social media interactions across Facebook, Twitter and Instagram regarding Super Bowl LIV. With this kind of engagement<, advertisers can no longer afford to limit their efforts to just a commercial. Brands are increasingly incorporating social media into their Super Bowl campaigns because it offers a cost-effective opportunity to be a part of the conversation. So how exactly are companies utilizing Twitter and other platforms to enhance their advertising strategy? Here are a few of the most effective ways our team saw brands use social media ahead of the big game.