Super Bowl Advertisers See a Six-Fold Increase in Mentions on Social Media Mentions
While the Super Bowl has long been considered a unique opportunity for big brands to advertise, 2014 saw a change in focus from conventional media to social and digital media. Many brands used teaser ads to assist their performance on the social media platforms.
According to Adobe Digital Index research, many of the brands that advertised during the Super Bowl received a significant boost of social media mentions throughout both the game and the rest of the day. The research revealed that Super Bowl advertisers received about six times more social media mentions on the Super Bowl Sunday compared to their 30-day average. The term Super Bowl itself attracted as many as five million mentions on social media.
Radio Shack received was a clear winner as a Super Bowl advertiser. The brand achieved about 22 times the number of social media mentions compared to their daily average. Coca Cola received over 170,000 mentions on social media channels. Ford was close on its heels with 165,000 mentions. Chevrolet achieved 150,000 mentions and Doritos had 122,000.
Interestingly, some brands received social media mentions even without having any televised ads. For example, JCPenney received about 118,000 social media mentions and used an unorthodox “Tweeting with Mittens” tweeting strategy to get attention on social media. They purposely included numerous typos in the tweets as though they were attempting to tweet from a smart phone while wearing mittens. It certainly caught people’s attention and became one of the social media highlights from Super Bowl 2014.
For more information on how to increase your own social media mentions, and for all other social media marketing inquiries, contact us at Dapper Goat Social Media today!