There were countless predictions that this was to be the most social Super Bowl (#SB48) ever. Twitter’s records were broken, but not by much, surprisingly. There were 24.9 million tweets sent versus 24.1 from last year’s game. Facebook’s reported stats were staggering—more than 50 million unique people joined the conversation to chat about the game, with a total of approximately 185 million interactions, which included posts, comments and “likes” related to Super Bowl.
Savvy advertising brands, believing social media would garner a larger audience, started early, releasing a record number of pre-game videos on social channels. Their proactive efforts paid off. Some advertisers had as much as six times their average daily number of social mentions, on Super Bowl Sunday (Adobe). It didn’t hurt that after halftime, fans’ attention shifted even further toward social media channels, which, in turn, fed these statistics—perhaps due to the Seahawk’s dominance in the game.
Twitter and Facebook, being the most popular platforms, were heavily utilized, but Vine, definitely made its presence known this year during the game. It was interesting to see the number of brands getting very creative by using Twitter’s flirty, yet effective six-second short video platform as a medium to promote their products or services.
One brand in particular, Tide, had a very Vine-centric campaign, which had close to twenty short videos, each one playing off other brands’ Super Bowl ads.
Priceline also tapped into Vine, their riff making “express” versions of other brands’ commercials plays of the game, and the halftime show, done with sock puppets.
The creativity shown in short video formats such as Vine and Instagram video will only inspire brands to push the creative boundaries of the medium further—expect to see them play a larger marketing role in other events such as the next Super Bowl and Olympics.
Now that the numbers are in for the Super Bowl, there’s no doubt social media is a tour de force, and that brands taking advantage of multi-platforms, creatively combined with their TV buy, will reap the rewards of a well-engaged audience.
Come see how Advertisers Score Big with Online Videos Leading Up to Super Bowl 2014.
Written by: Donna Young, Director of Social Media, NTENT
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