By Andrés Uribe, Expedition PR
Go ahead, update that status, you’re not missing much on the TV screen anyways. There’s no way around it, Super Bowl 48 was a blowout that made for a rather yawn inducing evening. If not for the ads, Bruno Mars and the Red Hot Chili Peppers halftime performance, and the social media updates, I might have gone to bed early.
Super Bowl 48, once again, beat last year’s Tweet count with 24.9 million Tweets, 800,000 more than last year. Fans and marketers alike took to social media to chime in on the event, making for some very interesting tweets from some brands. Here are a few of the highlights from this year’s Super Bowl social media use.
Social Media Pump-Up
Before the players were even on the field, Instagram and Facebook were two channels event organizers and commentators were watching.
While taking a trip down Super Bowl Boulevard, thanks to SAP, we were able to see live photos from the crowds in attendance. Simply “Tag your Instagram with #SBINSIGHTS to get your shot on the wall.” Not surprising, a cat pic made one lucky owner the “SAP NFL Fan of the day.”
Talk about an underdog team. This “Super Bowl Fandom Map”, displayed around an hour prior to kickoff, makes it clear that the just about the only people celebrating after yesterday’s game are from Washington and Alaska. Perhaps though this cornerback’s relentless banter has something to do with the skewed map.
Game Time Stats
While everyone might have their own recollection of the most memorable moments this Super Bowl had to offer, here’s the breakdown according to Twitter users.
This chart shows a true testament to how entertaining the halftime show was, and how lackluster the actual game became after just the first half. Twitter saw a mere 5 spikes in Tweets per minute (TPM), and two of those were in relation to the halftime show. In comparison to last year’s events, 8 spikes in TPM were created, with the halftime show accounting for 3 of those. Though when it comes to largest spike in TPM, Super Bowl 48 takes that title with Percy Harvin’s 87 yard kickoff return generating 381,605 TPM to start the 3rd quarter.
Marketers Ready For Anything
After seeing how proper perpetration, a team of attentive and dynamic social media managers, and a little bit of luck can all play into a Super Bowl social media slam dunk (in the dark), brands were more than ready this year. Well, at least most were. Here are some of the highlights from brand updates during this year’s Super Bowl.
Yes, the game was a blowout, and some brands decided to capitalize on this fact.
Other brands, like esurance, decided to stick to their preplanned social media strategy and ended up giving Oreo a run for their money as most successful social media post of the super bowl. Although Oreo did it last year without giving away $1.5 million..
Though when it comes to organic buzz (pun intended), and some head scratching, the title goes to JCPenney’s drunk Tweets. While they very quickly apologized for the incoherent posts, and possibly fired an intern, it did make for a great laugh and some priceless follow-up posts from other brands…
All in all, it was another great year for social media use during the Super Bowl. But let’s not forget the main attraction; congrats to Seattle, Super Bowl XLVIII Champs.