The Social Marketers’ Super Bowl
Every year there are lots of of stats that come out of the Superbowl — both about the athletes and the marketers, especially those of us working in social. Digital Trends has a good run-down, and here are some highlights:
- 24.1 million total tweets during the game
- 5.5 million tweets during Beyonce’s halftime show — more than during the entire game in 2012
- 235,000 tweets per minute during the power outage
- 3 million Instagram posts mentioning Super Bowl-related words
These are mind-blowing numbers, but they prove out something most of us already know: the second screen is hugely important, and nowhere more so than during sporting events, where watching live truly matters.
The more interesting stats to me are these: Twitter was mentioned in 50% of commercials, Facebook in 8%. Last year Twitter received far fewer mentions, while Facebook was mentioned in twice as many ads. The total number of social media mentions increased from 2012 to 2013. I think these data reflect a growing sophistication among digital marketers about social — not only that they’re doing more with it, but they’re being smarter about it. Twitter has always been the more powerful platform for engaging with users in real-time, but because Facebook has dominated marketers’ thinking (and spend) for years, Twitter hasn’t always been embraced as fully as you might expect. Marketers today — the good ones, anyway — are getting more sophisticated about the multi-platform approach that effective social marketing demands, enabling them to be participatory and “native” in a way that isn’t possible when you’re super focused on one platform. It’s exciting.
And, just for good measure, I think Ram’s “God Made a Farmer” ad was my favorite of the night. There were other commercials that grabbed my attention (hello, Calvin Klein) or made me laugh (M&Ms) or disgusted me (not even going to link to it because we ALL know which one I’m talking about, and I don’t want to encourage them by contributing to their video views), but none were as arresting as Ram’s. It wasn’t perfect — notably, there is not much of a Hispanic presence in the ad, which is a huge oversight — but it was such a powerful concept and great execution that it still gets my vote.