Mostly from the Internet, sometimes by Conrad Lisco.
The sport is the same, but the game has changed. The Super Bowl is as much about the ads and the surrounding experiences as it is about the score on the field. In the last few years, there have been some inventive digital experiences that visualize chatter among other things. Here's a few from Super Bowl 2011.
Interesting use of Twitter by Visa. Essentially, it's a promotional microsite that aggregates all the chatter about the Super Bowl. Visa used promoted ads and tweets to direct users to the experience: "Who knows what’s going on inside the Super Bowl right now? We do. You can too. http://sbtwitter.nfl.com/ #goinsideSBXLV".
The experience does some expected things, including featured tweets from NFL players and personalities, visualizes tweets (volume, velocity, geography, the usual) and poses questions to users to spark conversation.
