168 Paid, Owned, Earned advertisers seeded their advertisements online before Super Bowl Sunday, advertisers like Mercedes-Benz and Budweiser created wide-reaching socialized campaigns, and a number of advertisers opted to use celebrities with large social followings. (Chrysler and Lipton Brisk benefited from Eminem tweeting a link to the advertisements he starred in, whilst Best Buy saw Justin Bieber tweeting about his advertisement to his 8 million Twitter followers and so on.) Audi even included a Twitter hashtag at the end of their TV advertisement, actively encouraging viewers to tweet using the hashtag `#ProgressIs'. The Super Bowl is a unique advertisement vehicle, but the idea of using TV to drive social hubs is now common practice for many brands. In a number of cases this goes further than just tagging the TV advertisement with a social address. TV creative is being developed with one eye on social in order to facilitate easy extension on to Facebook and social platforms. After Compare the Market launched their Compare the Meerkat spoof spin-off, the central meerkat