Dive Brief: 

• The Super Bowl Host Committee is taking real-time to a whole new level, opening a Social Media Communications Center (SMCC) in a Manhattan office this week to manage the influx of activity for the Super Bowl. 
• From now until Monday, a staff of around 45 will be on duty from 8 a.m. to 10 p.m. to push original content and interact with tourists, who can reach the team through the handle @NYNJSuperBowl or the hashtag #SBQuestions. 
• This is the third year a social media command center has been set up for the Super Bowl.

Dive Insight: 

Although this isn't the first year for a Super Bowl SMCC, it might be the most relevant year for it. Consumers are more connected than ever, and such a command center can make both the game's organizers and the host city look that much more appealing. By using social media to assist tourists with hospitality and entertainment, transportation, game day operations, and weather info, the brand images for both the Super Bowl and New York City can only look brighter.