Posts Tagged ‘super bowl’

Super Bowl Commercial Hashtags: Which Ones Worked? [Infographic]

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:

The 2014 Hashtag Gridiron Infographic, Powered by Sysomos

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.

The 2014 Super Bowl Social Media Playbook [Infographic]

It’s time again for the most watched single sporting event of the year; The Super Bowl. Every year people tune in to watch the biggest football game of the year, amazing performances during half-time and, of course, the commercials.

But just watching the Super Bowl isn’t enough anymore. As we’ve seen in the past two years, a large amount of people take to social media to discuss everything they’re watching in real-time with the rest of the world. In 2011 there were 3 million tweets about the Super Bowl. 2012 saw that number grow to 14 million and last year’s Super Bowl had an astounding 24 million tweets around the game, half-time show and commercials. With such growth year after year we can only imagine how many Super Bowl tweets will be made this coming Sunday.

Due to popular demand, we’ve recreated our Super Bowl Social Media Playbook that will help you prepare to tweet along with millions of people on Super Bowl Sunday. The following infographic highlights the Twitter super fans for the Seahawks and the Broncos. As well, we’ve compiled lists of some reporters and analysts to follow for an expert opinion on what’s happening in the game, the Twitter accounts for the top players for each team and, of course, the social media accounts for the Seahawks and the Broncos.

It will be interesting to watch how each team gets talked about in social media this year as well. We found that over the entire season the Seahawks and Broncos received a very close amount of mentions. The Seahawks saw 6,126,797 mentions over the season while the Broncos received 6,806,825 mentions. The two teams also have very similar levels of sentiment around them with Seahawks coming up with a 77% favourable rating and the Broncos with 78%.

Take a look at the infographic below and let us know in the comments what or who you’re going to be following through social media during the big game.

Super Bowl 48 Social Media Playbook - Powered by Sysomos

NFL Conference Finals Dominate Twitter On Sunday

After an exciting Sunday for football fans we now know who’s going to the Super Bowl. But the games weren’t just exciting if you were watching. They seemed to be even more exciting because people could, and did, tweet along. For most of Sunday football related hashtags dominated Twitter’s trending topics. Here’s a screen shot of some that I took near the end of the second game:

Twitter Trending Topics On Sunday January 19

After seeing just how much Twitter action now goes on around football as the Super Bowl draws closer, I decided to look at just how much football talk happened on Sunday. Using MAP, our social media monitoring and analytics platform, I looked up some of the top hashtags that I noticed trending on Twitter on Sunday. Doing a search for #NFLplayoffs, #AFCchampionship, #NFCchampionship, #DENvsNE, #NEvsDEN, #SFvsSEA, #SEAvsSF and each of the team names in regular mention, @ mention and hashtag form (Patriots, Broncos, 49ers and Seahawks) brought up almost 3.1 million tweets. The exact number was 3,098,499 which equals out to about 129,000 football tweets an hour on Sunday.

MAP, Powered by Sysomos - Twitter Activity Summary

Above,  we can also see that men were way more into tweeting about the games than women were. Men produced 72% of Sunday’s football tweets.

Something else that was unsurprising from the sats above is that 82.6% of all the football tweets originated from the USA. I decided to dig a little bit deeper and find out which states were creating the most amount of tweets. California produced 15.13% of all the football tweets on Sunday but their large number is likely due to not only being the home state of the 49ers, but also home to a lot of news and sports news outlets. Texas made the second most amount of noise with 8.9% of all the tweets. For a state without a team playing, they still love their football. Third place goes to Washington, home of the Seahawks with 8.26%. This just goes to show that they’re almost as loud on Twitter as they are in their stadium.

MAP, Powered by Sysomos - Breakdown of Tweeting States

Next I wondered which game people tweeted along with the most. To do this, I compared tweets specific to each game against each other. Here I found that the NFC Championship game, the 49ers vs Seahawks, was the most tweeted about game of the two. The NFC Championship game racked up 1,928,058 mentions (58% of the conversation) while the AFC Championship game received 1,372,479 mentions (42%).

MAP, Powered by Sysomos - Twitter Share of Voice Comparison Chart

Finally, I looked into which of the four teams was tweeted about the most. It’s no surprise that I found the two winning teams who are now heading to the Super Bowl, the Denver Broncos and Seattle Seahawks, saw their names tweeted the most on Sunday. The Seahawks recieved the most amount of tweets with 1,211,468 mentions (36%). The Broncos were a close second with 951,694 tweets about them (29%).

MAP, Powered by Sysomos - Twitter Share of Voice Comparison Chart

Now the Super Bowl teams have been decided, who do you think is going to be tweeted about the most during the big game? The Seahawks? The Broncos? A commercial?

Who Are The Fan Favourites To Meet At The Super Bowl?

We’re inching ever closer and closer to the Super Bowl and the teams are starting to thin out. Currently, there’s one more weekend of NFL action to determine who is going to be the the NFC and AFC conference champions that will meet in the big game. Who’s it going to be?

With only four teams left, we thought it would be interesting to take a look and see if social media buzz can help us to determine which two teams are going to meet at the Super Bowl. Using MAP, our social media monitoring and analytics software, we analyzed the buzz around these final four teams to see which of them had the best looking season in the social media space.


Let’s start over in the AFC. This past weekend we saw the New England Patriots and the Denver Broncos both win their games to take them into the AFC championship game this coming weekend. We pulled up the share of voice between each of these two team over the course of the season (September 5th – January 13th) to see which team created more of a buzz. Here we found that the Patriots outnumber the Broncos in terms of mentions by about a million. The Broncos racked up 5,627,421 mentions across social channels over the season while the Patriots garnered 6,624,680 mentions over the same period of time.

MAP, Powered by Sysomos - Share of Voice

While the Patriots out mentioned the Broncos over the season, when we pulled up a popularity graph to chart out these mentions we found that it wasn’t a consistent beating over the season. Most of the spikes we see on the chart happen on Sundays (when the majority of football games are played), but it seems that whichever of these two teams had the more exciting game that week seemed to win that week in terms of mentions as well. Some weeks the Patriots saw more mentions and other weeks the Broncos did. However, it looks like the Patriots seemed to have the more popular game more often than the Broncos did.

MAP, Powered by Sysomos - Popularity Chart

We also broke down which channel each of these teams were being mentioned on. When we looked at these numbers we found that the Broncos got more mentions through online news channels and forums, while the Patriots got more mentions in blogs and on Twitter. What’s interesting here though is that on the channels that the Broncos got mentioned on more, they only narrowly beat out the Patriots. However, on Twitter and in blogs, where the Patriots received more mentions, they did so by a significantly larger number.

MAP, Powered by Sysomos - Share of Voice by Channel

We then pulled up the sentiment surrounding each of these teams over the season. Here is where we found the largest difference between them. The Patriots received a lot of positive mentions over the course of the season (47%), while only a small portion of their mentions were negative (17%). Meanwhile, the Broncos sentiment seemed to be a little bit more down the middle with 35% of their mentions being classified as positive and 25% being negative.

MAP, Powered by Sysomos - Sentiment Comparison

Based on this data it looks like the fan favourite for the AFC champion is:

The New England Patriots


NFC logo

We then pulled up the same data points around the two remaining NFC teams, the Seattle Seahawks and the San Francisco 49ers. Here we found the action to be a little bit closer. Over the season the 49ers garnered more mentions, but only by about 200,000 (which seems like a lot, but with the amount of mentions each team got  really isn’t). Over the season the Seahawks accumulated 4,537,595 mentions across social media while the 49ers had 4,755,115 mentions.

MAP, Powered by Sysomos - Share of Voice

Again, when we plotted these mentions of each team over time we can see that each team seemed to have weeks where they performed better than the other. However, in the NFC the spikes in conversations on the average football Sundays seemed to be a lot closer to one another.

MAP, Powered by Sysomos - Popularity Chart

When we explored the break down of social channels talking about each of the NFC teams we found that the 49ers got more mentions across blogs, online news, forums and Twitter than the Seahawks. The only channel that the two teams even came close was in forums. On forums the teams were exceptionally close in the number of mentions they received, but the 49ers inched ahead by about 400 mentions.

MAP, Powered by Sysomos - Share of Voice by Channel

Lastly, we pulled up the sentiment around the Seahawks and the 49ers. This was by far the most interesting piece of data that we found. It turns out that over the entire season, despite the 49ers getting more overall mentions, the sentiment between the teams was dead even. Both the 49ers and the Seahawks saw 33% of their conversations to be positive, 26% to be negative and 41% as neutral.

MAP, Powered by Sysomos - Sentiment Comparison

Based on this data it looks like the fan favourite for the NFC champion is:

The San Francisco 49ers

(but only due to receiving more mentions)

What do you think about this data? Who’s your favourite to get to the Super Bowl. Let us know in the comments.

Oreo Sees Opportunity in the Dark

With all the money spent on Super Bowl advertising, it’s amazing that what everyone was talking about the Baltimore Ravens defeated the San Francisco 49ers was a single tweet from Oreo.

When the power went out during the second half of the game, Oreo jumped into the fray with a short but sweet twee: “You Can Even Dunk in the Dark”, which almost immediately went viral.

Ingenious. Simple. Opportunistic. Perfect.

Oreo probably had every other brand scratching their collective heads the next morning, wondering how they could have capitalized on the power outage. Unfortunately, there is no simple answer.

In your digital plans and campaigns, it is difficult, if not impossible, to have tactics in place in case of power outages, earthquakes or any unforeseen events.

But here’s a trick for brands and agencies: have creative people who can think on their feet as part of your team. This is the only way you can aspire to replicate Oreo’s success, since there is no formula for virality.

I would imagine even the person posting the message never imagined it would create any kind of sensation.

It simply caught the attention and imagination of the Twitterverse. It’s the digital version of lightning in a bottle.

Kudos to Oreo on a job well done, but good luck trying to catch lightning in a bottle twice.

The Big Breakdown Of Super Bowl Tweets

I promise, this is the last you’ll probably hear about the Super Bowl, but we have something so great that we have to share it. Our fantastic Marketwire Reports team has put together a deep analysis of how Twitter played a role in this year’s Super Bowl.

Below you’ll find our Super Bowl XLVII Twitter Mention Report. Inside this report we’ve taken a look at the over 24 million tweets that we found associated with Sunday’s big game. We’ve gone through all of the tweets and broken them down so you can see what people were talking about in relation to the game, the teams, the halftime show and, of course, the commercials.

Inside the report we’ll show you:

  • A breakdown of what the 24 million Super Bowl tweets were about
  • The most used hashtags during the game
  • What people talked about positively and negatively during the game
  • How Beyonce was the single biggest talked about “event” of the entire Super Bowl
  • How the Twitter followers of both the Ravens and the 49ers grew exponentially on game day
  • How being “always on” helped get Oreo and Tide get over 100 million Twitter impressions
  • Some of the most retweeted tweets about the game
  • And much more
Take a look to see everything you need to know about Twitter during Super Bowl XLVII:

Are Hashtags In Commercials Effective? [Infographic]

The most watched event on TV of the year has now come and gone. Super Bowl 47 was not only watched, but actively discussed throughout social media. Some talked about the game, some about the half-time show, and some about the commercials. The commercials that brands spend millions of dollars on just to entertain and get in front of your eyes for 30 seconds at a time.

This year, we noticed something really interesting during the Super Bowl commercials; half of them made mention of social media of some sort. In fact, a lot of commercials actually suggested a hashtag for people to use when tweeting about the commercial. This is a huge increase from 2012 when we counted 5 of the 62 commercials from Super Bowl 46 had hashtags. But, are these hashtags really effective?

We looked at 21 hashtags from Super Bowl 47 commercials to see just how much they were actually used on Super Bowl Sunday. The commercials were talked about quite a lot throughout the big game, but on further inspection we found that people on Twitter actually referred to the brand behind the commercial more than they used the specific hashtag for that commercial. Because of this, we found that the two brands that suggested their own names as the hashtag to use, Doritos and Clavin Klein, came out on top. The popularity of the commercial also played a role in how many times the suggested hashtag was used. GoDaddy’s commercial of model Bar Refaeli making out with a nerd got them a lot of talk and also landed their hashtag, #TheKiss, in third place.

Below you’ll find an infographic showing which hashtags that were featured in commercials got used the most on Twitter on February 3rd.

Were you watching the Super Bowl commericals? Were you tweeting about them? Were you using their suggested hashtags? We want to know, so tell us in the comments.


Your Social Media Guide To The Super Bowl [Infographic]

This weekend marks the most watched event on television every year; the Super Bowl. Millions of people will be tuning in to watch the Baltimore Ravens take on the San Francisco 49ers. Millions more will tune in to watch Beyonce at the half time show and, of course, the commercials.

With the rise of the second screen though, the TV isn’t going to be the only thing people have their eyes on. Over the past few years the Super Bowl has continuously gone more social. In 2011 there was over 3 million Super Bowl related tweets and then almost 14 million in 2012. On Sunday, Super Bowl 47 promises to see the most social interaction yet. That’s why we’ve created The Social Media Guide To Super Bowl XLVII.

Below you can find an infographic that highlights the top Twitter fans for both the 49ers and the Ravens, top players to follow on Twitter as well as top football reporters and bloggers. It also shows that the Ravens had 3 million more social media mentions than the 49ers over the season. However, San Francisco has a higher favourable rating than Baltimore.

Take a look at the infographic below and let us know in the comments what or who you’re going to be following through social media during the big game.

The Super Bowl Commands Social Media

In light of the 2012 London Olympics and the limitations placed by the game’s organizers on social media activity, the upcoming Super Bowl is showing the world how it should be done.

The Super Bowl will not only embrace social media, a “command centre” to provide an enhanced experience to fans.

The command centre will consists 16 employees and 30 volunteers who will coordinate the information from @superbowl2012, and also use Twitter as a content engine for Facebook, Flickr, YouTube and their blog.

From open parking spots to local restaurants and fun tidbits during the game, the NFL is really leveraging social media.

They’re thinking so outside of the digital box that if this doesn’t become the standard for big events, I will be disappointed.

The reason the NFL’s approach seems so ingenious is it is focused on the fans, mostly fans traveling from out of town. To care enough to deliver a wealth of information about what’s going on outside of what’s happening in the game should resonate with most fans.

At the end of the day, Eli Manning vs. Tom Brady, Victor Cruz vs. Ochocinco and other storylines will dominate. With an event that is so globally beloved, the social media activity will naturally be over the top.

It is vital the NFL upped its game digitally but the credit should still be given to the media company leading the charge, especially since the detractors and naysayers for the London Olympics have been many.

The big test will also come when The Academy Awards happens in a few weeks. What mark on social media will they leave from their global telecast?

The Gamification of the Super Bowl

It was pretty difficult not to pick up on the game within the game yesterday as the Green Bay Packers defeated the Pittsburgh Steelers 31-25 for the Super Bowl.

I’m not talking about mini-battles between the two head coaches or individual players but how the Super Bowl continues to become a much bigger entity than just a football game.

For the past 25 years, one of the biggest “games” has been the television ads created for the Super Bowl and its global audience. Despite the fact ads cost millions of dollars for a 30-second spot, companies have enthusiastically developed these ads to demonstrate their creativity and ability to win over the large audience.

Over the past couple of years, social media has become another “game” as people watching the Super Bowl engage in a new and different way with what’s happening on the field. Call it “social TV” or  the digital couch potato but social media has given fans a new way to get deeper into the game beyond simply watching it with a few friends.

So it’s not surprising to see the worlds of ads and social media collide together during the Super Bowl. Call it the “Gamification of the Super Bowl” but it was interesting to see how watching the ads and talking about them took another step this year.

Fox, which televised the Super Bowl, set up a Web site in which people could vote for their favorite the ads after the game was over. No longer does the media get to decide on the best ads, the people to get vote via social media.

Another example was Dorito’s which rans a strange ad featuring two new flavors. People who saw the ads could vote on the better flavor, as well as decide how the story ended.

It’s not a surprise to see gamification become part of the Super Bowl given it’s having an increasing part of the marketing and business worlds. The Super Bowl has always been more than just a game but it is interesting to see how the game beyond the sidelines continues to evolve.

Speaking of ads, one of the best ones was done by the television show “House”, which did a parody of the infamous Coca-Cola ad featuring Mean Joe Greene.