Ten miles from MetLife Stadium, a different kind of Super Bowl team is making a strategic play one tweet at a time: the official Super Bowl social media concierge. 18 hours a day, volunteers are glued to screens big and small, fielding questions and monitoring conversations between more than a million fans.
Al Kelly -- the president and CEO of the New York New Jersey Super Bowl Host Committee, which is running the concierge -- gave us a behind the scenes tour of the Midtown Manhattan command center.
Here is how it works: if there's something you want to know about anything related to the Super Bowl, you send a tweet with the hashtag #SBQuestions. Then this team of volunteers will be standing by to respond.
The volunteers are answering questions about everything from where to park on Sunday to where to get Super Bowl Boulevard toboggan tickets.
Social media expert Chris Dessi said that by creating the concierge the host committee is taking a cue from other major brands and companies who have found the best way to reach the customer is virtually. The host committee hopes to set a precedent for all future mega-events to come.
Don't forget: Download the free Fox 5 Super Football app to stay on top of all Super Bowl activities in New York and New Jersey. Just search for "Fox 5 Super Football" in your app store.