By Erecca Nacion
Before social media, people would only talk about the Super Bowl if they were true sports enthusiasts and true football fans. The past Super Bowl in February 2014, fans of the sport would speak of the brutal crushing of the Denver Broncos as Seattle Seahawks won 43 – 8. However, the Super Bowl stopped being about just the game a long time ago. It’s been about the ads, the halftime show and as well as the social media reaction. In 2013, 24.1 million tweets were sent about the game and halftime show. This year 24.9 million.(Mendoza, 2014)
Before social media, people would only talk about the Super Bowl if they were true sports enthusiasts and true football fans. The past Super Bowl in February 2014, fans of the sport would speak of the brutal crushing of the Denver Broncos as Seattle Seahawks won 43 – 8. However, the Super Bowl stopped being about just the game a long time ago. It’s been about the ads, the halftime show and as well as the social media reaction. In 2013, 24.1 million tweets were sent about the game and halftime show. This year 24.9 million.
The Top 5 peak moments are here below (Sullivan, 2014) :
- 381 , 605 TPM: @Percy_Harvin 87 yard kickoff return for a TD to open 3rd quarter
- 71, 775 TPM: Jermaine Kearse (@chopchop_15) 23 – year TD pass Russell Wilson (@DangeRussWilson) with 3:11 remaining in 3rd quarter
- 244, 889 TPM: Malcolm Smith (@MalcSmitty) 69 – year interception return with 3:36 remaining in 2nd quarter
- 229, 533 TPM: End of halftime show featuring @BrunoMars and @ChiliPeppers
- 215, 540 TPM: Give It Away Now by @ChiliPeppers featuring @BrunoMars
As anyone can see, sports enthusiasts are fond of Twitter to
proceed in a conversation/discussion of any sporting event such as the Super
Bowl. However, Facebook has been eager to insert itself into the real – time communication
about live events and news along the lines of its rival Twitter. One of their
many strategies was to offer sport celebrities increase exposure and free “amplified
distribution” as a kind of quid pro quo incentive for posts about the game. (Sterling, 2014)
It’s not a big surprise that the Super Bowl commercials are
what everyone looks forward to, sport enthusiast or not. In 2014 a big trend
was seen in 57 percent of the ads shown during the sporting event, the hashtag.
Here’s a scoreboard of the final count,
based on a total of 54 national ads reviewed (Sullivan, New Record for 2014:
Hashtags Mentioned In 57% Of Super Bowl Ads , 2014) :
- Hashtags: 31 total, 57% of ads overall
- Facebook: 5 tot of ads overall
- Twitter: 4 total, 7% of ads overall
- YouTube: 3 total, 6% of ads overall
- Shazam: 3 total, 4% of ads overall
- URLs: 22 total, 41% of ads overall
Through these ads it is seen that it has become relevant for
any company to bring social media into their marketing strategies. Here is the
Bud Light commercial that incorporated their hashtag, #UpForWhatever.
References:
Sterling, G.
(2014). Facebook Maps SuperBowl Fan Engagement From 185 Million
Conversations. Retrieved from Marketing Land:
http://marketingland.com/facebook-maps-super-bowl-fan-engagement-185m-conversations-72920
Sullivan. (2014). New
Record for 2014: Hashtags Mentioned In 57% Of Super Bowl Ads . Retrieved
from Marketing Land: http://marketingland.com/hashtags-super-bowl-2014-72658
Sullivan. (2014). Twitter:
More Super Bowl Tweets Than Ever, No Blackout Or Waldrobe Malfunction Required
. Retrieved from Marketing Land:
http://marketingland.com/twitter-most-super-bowl-tweets-ever-72717
Mendoza, D. (2014). 10 Best Social Media Moments of Super Bowl XLVIII.
Retrieved from CNN: http://www.cnn.com/2014/02/03/us/super-bowl-moments/
Hello Erreca,
ReplyDeleteI really liked this post. Personally, I don’t watch football but whenever the SuperBowl comes up I’m always interested in it. It’s mainly because I wanted to watch the half-time show and advertisements. This year especially I have been reading tweets leading up to the SuperBowl about how exciting the game was going to be. There was also a lot of hype about what ads were going to air and which ones were going to be viral. I remember right when Bruno Mars was performing the half-time show, Twitter was blowing up with so many tweets of people watching it. You also pointed out the increase in the number of tweets about the SuperBowl and half-time show since last year and based on my personal experience with Twitter at SuperBowl night, I am not surprised. I really liked the Bud Light commercial you shared. I also have a favorite SuperBowl commercial which is from Kia. http://www.youtube.com/watch?v=Ob-wn52Dkmk
- Jessica Cruz (The Social Athlete Bandwagon)