It can be!
And so can a well-done super bowl ad! What you should look for when using social media specifically to drive online word of mouth is creating easily shareable content.
Whether this is pictures, videos, or text, make sure to create both entertaining and educational content for your audience. A great example of this is Dollar Shave Club's “our blades are f**king great” commercial.
So make sure that you create a piece that starts a conversation, encourages sharability, and is both educational and entertaining to consume.