Half of the fun around the Super Bowl doesn’t even come from the game. It comes from the larger than life commercials that brands show during the game.
With the rise of the second screen in the past few years brands have moved from just showing you their commercials to trying to get you to actively participate and talk about their commercial. The number one way brands are doing this is by giving hashtags for people to use when tweeting about their Super Bowl commercials. But do these Super Bowl commercial hashtags actually work?
Yesterday, during Super Bowl 48, we recorded 31 commercials (out of 54) that suggested specific hashtags for viewers to use when talking online about the ad. Some of them performed amazingly on Super Bowl Sunday, while others were most ignored. Below we’ve put together an infographic that shows each of those 31 hashtags suggested in commercials and how much each one was tweeted out on Super Bowl Sunday.
The most used Super Bowl commercial hashtag on Sunday was Budweiser’s #BestBuds which accompanied it’s commercial of their legendary clydesdale making friends with a puppy. While this commercial did gain the most notoriety, it should be pointed out that the ad was released online earlier in the week and started to gain steam well before it actually showed during the Super Bowl. Budweiser also took the third highest spot with it’s #Salute commercial hashtag. Second place for the most used commercial hashtag went to Coca-Cola for their #AmericaIsBeautiful commercial.
While those were the top three Super Bowl commercial hashtags used on Sunday, some others did not get as widely used, despite their suggestion. For example, Chrysler made a fantastic commercial that featured Bob Dylan talking about cars that are made in America. However, Chrysler suggested that people tweet about the commercial using the #AmericansImport hashtag, but people ignored it and opted to just talk about Dylan when tweeting about the commercial.
To see the full rankings of how Super Bowl commercial hashtags did on Sunday, check out the infographic:
Interestingly, some brands that ran commercials during the game did not suggest hashtags in their actual commercials but then promoted ones that supported their ad on Twitter. For example, Radio Shack only referenced their Twitter handle at the end of their commercial, but on Twitter they were using the hashtag #InWithTheNew. This hashtag wound up being used 2,330 times on Sunday. As well, Cheerios promoted their #FamilyLove hashtag on Twitter despite no mention of it in their commercial (which got tweeted 1,573 times). Other hashtags were also present on Twitter as some brands created their own hashtags with no accompanying ad at all.
Twitter was quite a buzz on Sunday night as what seemed like every brand tried to get in on some Super Bowl action.
Which commercials stood out most to you? Or which hashtag stuck out to you on Twitter during the Super Bowl regardless of if it had a corresponding commercial? Tell us in the comments. We want to know how your Super Bowl and brand experience mixed in social media.