The recent XLVII Super Bowl saw a massive increase in the use of social media, with the best advertisers ready and waiting to respond in real time to second-screen (social) interaction during the game.
It’s no secret that the real winner of the Super Bowl was Twitter. Not only were there 24 million social media conversations, but hashtags were mentioned in 26 of 52 commercials, a 300% increase from last year says marketing analytics company Networked Insights.
In comparison Facebook was only mentioned in 4 ads, a 50% drop overall. Even the use of corporate URLs and microsites declined by 8% says research group Altimeter, meaning that people prefer to engage with brands in real time and not just go to a brand’s website or corporate presence online.
And now, to exhibit A. Look at OREO – their branding team at 360i responded to an occurrence in real time, creating copy on the fly with an existing cookie image. When the SuperDome unexpectedly blacked out during the game, they Tweeted their pinpoint specific ad within minutes to an audience which spread it more than 12,000 times.
The top ten advertising hashtags used during the Super Bowl as identified by Networked Insights were:
- #Clydesdales – Budweiser
- #Doritos – Pepsi Frito-Lay
- #CrackInStyle – Wonderful Pistachios
- #CalvinKlein – Calvin Klein
- #GodMadeAFarmer – Ram
- #HandleIt – Speed Stick
- #HereWeGo – Bud Light
- #GetHappy – Volkswagen
- #TheNextBigThing – Samsung
- #MiracleStain – Tide
And for all those 60,000 people using the hashtag #Clydesdale and talking about the naming of the foal featured in the Budweiser commercial, her name has been chosen. Her name is Hope. You can see her in action in the commercial below.
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