Dive Brief: 

• Anheuser-Busch is making big plans to win the Super Bowl through four different social media command centers. 
• The Bud Light brand will sponsor a "House of Whatever" in the Glendale/Phoenix—where the Super Bowl is held this year—area that will be a center for parties, events, and the home of a social media command center. 
• Other centers will be established in St. Louis, New York, and Palo Alto to generate real-time social content geared towards millennials. 

Dive Insight: 

Social media command centers during the Super Bowl aren't a new concept, but Anheuser-Busch is taking it to a new level this year. Specifically, with the idea of spreading out coverage across the U.S. rather than just in the city the Super Bowl is centered. Those separate centers could provide some local flavor to the national TV event. Although it is curious Anheuser-Busch is sticking with the "whatever" marketing tactic—considering the "Whatever, USA" marketing stunt ended up a bit of a PR blunder.