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Creative 3% Conference Super Bowl

The Drum and 3% Conference team up for Super Bowl tweetup live blog, video

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By Doug Zanger, Americas Editor

January 31, 2017 | 3 min read

In what has become a great tradition, the 3% Conference will, once again, have their Super Bowl tweetup. The Drum is partnering with the 3% Conference to curate and give an unvarnished look at Super Bowl creative in the form of a running live blog and, in the spirit of The Drum’s AdBreakers, Facebook Live conversations at the end of each quarter.

The live blog begins on Sunday at 6pmET/3pmPT and will be filled with observation, critique, relevant data and social chatter around the creative seen during the game in Houston. Like all past 3% Conference Super Bowl tweetups, the fourth annual affair invites female creatives from the entire country to tweet their reactions to the work in real-time using the #3percentsb, #mediawelike and #notbuyingit hashtags.

“Women watch equally and buy and share socially in greater numbers than men on Super Bowl Sunday,” noted 3% Conference founder Kat Gordon on the 3% website. “That means that ads with female appeal are the best return on a $5 million price tag. And who better to judge the ads than female media-makers who know what goes into the making of a Super Bowl spot?”

This year, the tweetup will take place live in five cities: San Francisco (at Digitas LBi), Los Angeles (at Possible), Detroit (at GTB), Boston (at Digitas) and Miami (at Miami Ad School). Gordon, along with 3% Conference CCO Lisen Stromberg, social strategy lead Laurel Stark Adams, producer Andrea Nordgren, design director Jenny Bergman, PR director Nancy Vaughn and chief knowledge officer Erin Carpenter will join creatives in each city to try to top the 59m impressions of the associated hashtags.

In addition, The Representation Project, dedicated to film and media inspiring individuals and communities to challenge and overcome limiting stereotypes regardless of gender, race, class, age, sexual orientation, or circumstance will join the 3% team in San Francisco. The Drum will be represented by Doug Zanger, Americas editor, and his team of Minda Smiley and Lisa Lacy, based in New York City.

“Our commitment to inclusion will never waver and we deeply respect what Kat and the 3% Conference stand for,” said Zanger. “This is the continuation of a partnership that we value a great deal and we look forward to painting the picture of the good, bad and ugly around the work see on Sunday. We’re hoping that this year, there is much more ‘good’ than anything else.”

Creative 3% Conference Super Bowl

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