Archive for the ‘Events’ Category
#SochiProblems slows down, but doesn’t stop.
As the 2014 Olympic Winter Games got officially underway over the weekend, mentions of #SochiProblems finally went into decline, as the general conversation around the event itself picked up.
Friday we shared updated #SochiProblems numbers, and though daily #SochiProblems tweets have gone down (that peaked on Friday with over 100k tweets), overall the hashtag is still huge: 311.9k tweets from over 200k contributors, with a reach of 89.3 million unique Twitter accounts. That’s all since the first #SochiProblems tweet was sent on January 31st.
General Olympic chatter picks up
If you look at tweets using the #SochiOlympics tag, 16.1k tweets have been made since February 6th; the day before the games officially started, but did begin airing in the western hemisphere due to the roughly 10-hour time difference (local Sochi time vs. U.S. Central Time).
One of the most retweeted #SochiOlympics tweets comes from New York Times staff photographer Doug Mills, and shows a U.S. athlete celebrating after a bronze medal win:
— Doug Mills (@dougmillsnyt) February 10, 2014
4 out of the top 5 accounts contributing to the conversation around the #SochiOlympics are news-related accounts: The New York Times (@nytimes), Times of India (@timesofindia), Good Morning America (@GMA), and The Los Angeles Times (@latimes). The other one? A women’s humor account. Which might explain why #SochiProblems is the second most popular hashtag in tweets also hashtagged #SochiOlympics.
I guess we’ll see if the games’ problems can be eclipsed by the games themselves as the month goes on; the last day of the games is February 23.
Sochi has a lot more than 99 problems, it would seem. We wrote about the #SochiProblems hashtag yesterday and we’ve continued to dig into the numbers more. Since the first #SochiProblems tweet was sent on January 31st, more than 130k tweets have been sent with the hashtag by 81k different people, reaching over 50 million unique Twitter accounts. And that’s just as of about 10am PST today; the numbers just keep going up.
And the new most retweeted #SochiProblems tweet is pretty good:
Ohhhh it’s supposed to be the Olympic Games. Easy mistake; Sochi thought they were hosting the Hunger Games #SochiProblems
— Dave Mercer (@FactsofFishing) February 6, 2014
It looks like the 2014 Winter Olympics are going to be very interesting!
The Olympics pose a challenge no matter which country is hosting the winter or summer games, and Russia has seen its fair share of stumbles this week as press started to arrive and found their hotels incomplete or lacking essentials such as usable water, among other things.
Tweets like the one above quickly started using the hashtag #SochiProblems (and a lot of them have been replicated by the @SochiProblems account). Since January 31, when the first #SochiProblems tweet was posted by @2_TrishTheDish, 49k tweets have posted with the hashtag (as of about 11:30 a.m. PST on February 6). That includes tweets from more than 30.7k contributors, and a reach of 26.5 million unique Twitter account — and those numbers are growing quickly.
The most retweeted tweet came from the aforementioned @SochiProblems account, and has been retweeted a total of 971 times so far:
— Sochi Problems (@SochiProblems) February 6, 2014
Since many of the #SochiProblems are coming from reporters and other media people in town for the event, many of the top contributors to the conversation are news organizations and other media people sympathizing: @NBCNews, the @TODAYshow, @AJEnglish, the @HuffingtonPost, and @ninagarcia of Marie Claire magazine were all in the top ten contributors to #SochiProblems.
Hopefully things will get sorted out as the games get fully underway. We’ll keep you posted on all the Olympic Twitter action here, so stay tuned! From the comfort of your own home or finished office, hopefully.
— Mark Connolly (@MarkConnollyCBC) February 6, 2014
Just after the Super Bowl last night, online insurance company Esurance aired the first post-game commercial, saving 30% on their ad. (Quite the bargain at ~1.5 million dollars off the 4 million dollar game-time price!) Esurance spokesperson John Krasinski told viewers that Esurance was passing these savings onto them: Someone who tweeted using the hashtag #EsuranceSave30 would win 1.5 million dollars.
— Esurance (@esurance) February 3, 2014
Their promoted tweet about the contest, including a link to more details.
So how’s the campaign going? There have been more than 1.8 million tweets using the #EsuranceSave30 hashtag in just the first 12 hours. That’s more tweets than any other advertiser got around the game, that’s for sure.
On Friday we took a look at all the brand chatter on Twitter leading up to last night’s blowout Super Bowl game between the Seattle Seahawks and the Denver Broncos. The lack of action on the field turned a lot of faces toward their second screen instead, and made for some entertaining brand interactions (Marketing Land catalogued some of them).
Here’s a second look at the brands we examined on Friday- this time for activity on game day alone- and the answer to the eternal question “Is SodaStream still making Coke and Pepsi say #sorry?”
Budweiser’s #UpForWhatever hashtag saw 7k tweets from 6k contributors with an overall reach of 14.6 million; about 5x the activity they saw leading up to the big game. The most retweeted tweet was again from Bud Light and featured Arnold Schwarzenegger:
— Bud Light (@budlight) February 2, 2014
This tweet has seen 600 RTs so far.
Coca-Cola saw 49.4k tweets on big game day, from 41.4k Twitter users for a total reach of 32.5 million, just over three times the activity from their game day lead-up conversations. The most retweeted tweet was from the official Coke account and included their #AmericaIsBeautiful campaign hashtag and was retweeted over 5k times so far:
— Coca-Cola (@CocaCola) February 3, 2014
Doritos aired the two winning commercials from their Crash the Super Bowl contest last night, and each saw some activity around around their respective hashtags- #TimeMachine and #CowboyKid- and the whole conversation around Doritos, including their campaign hashtag #ForTheBold, saw 16.7k tweets from 15.1k contributors for an overall reach of 14.6 million. That’s about six times the activity we saw in their game day lead-up.
The most retweeted tweet around the Doritos conversation with the #Doritos hashtag came from their official account, congratulating the Seahawks on their win:
— Doritos (@Doritos) February 3, 2014
It has seen 94 retweets so far.
The conversation around Kia last night didn’t change much from their lead-up: 1.4k tweets from 1.2k contributors, for an overall reach of 3.2 million. The most retweeted tweet actually came from some entertaining brand interaction from Xbox, based on Kia’s Matrix-themed commercial:
— Xbox (@Xbox) February 3, 2014
This tweet was part of a back-and-forth conversation from the brands, and has earned a total of 276 retweets so far.
SodaStream has the most activity around its name by far in the lead-up conversations we looked at last week, but yesterday saw much lower activity numbers for them: 6.6k tweets from 4.9k contributors, for a total reach of 16.4 million. It seems a little brand controversy will get you talked about leading up to an event, but not necessarily boost the conversation once the event takes place.
— SodaStream USA (@SodaStreamUSA) February 3, 2014
It has seen just 23 retweets so far.
Terry Crews and The Muppets teamed up for Toyota’s #NoRoomForBoring ad last night, and the conversation around Toyota saw a little boost in activity, if a drop in reach, from their lead-up: 12.4k tweets from 10.2k contributors, for a total reach of 14.3 million.
One of the most retweeted tweets came from the official Muppets account, and featured King Prawn Pepe doing a touchdown dance on Vine:
— The Muppets (@TheMuppets) February 3, 2014
311 retweets for the dancing King Prawn so far, and some decent crossover exposure for Toyota.
What about brands who didn’t buy ad time?
A lot of brands who don’t buy ad time still live-tweet during big cultural events to interact with viewers and other brands; last night saw a lot of discussion between brands, riffing on the commercials and more. A standout was definitely J.C. Penney, who decided to tweet in a pair of mittens to very mixed results. The numbers, however, are in their favor: 131k tweets from 81.2k contributors, for a total reach of 36.9 million. That’s slightly more reach than Coke, who usurped SodaStream on game day, but more than twice the amount of activity.
Both of their slightly incoherent tweets saw around 20k retweets:
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???
— JCPenney (@jcpenney) February 3, 2014
22.7k retweets so far.
19.2k retweets so far.
A number of other brands- even some of the big game advertisers- interacted with J.C. Penney’s tweets:
.@JCPenney We know football goes great with Coors Light, but please tweet responsibly.
— Coors Light (@CoorsLight) February 3, 2014
Coors Light jumped in first, getting some exposure- 7.1k retweets- on a night dominated by their competitor Bud Light.
Hey @jcpenney need a designated driver?
— Kia Motors America (@Kia) February 3, 2014
Kia’s tweet has seen 3.1k retweets so far, while Snickers and Doritos both offered themselves as snacks to soak up any extraneous Coors Light:
— SNICKERS® (@SNICKERS) February 3, 2014
— Doritos (@Doritos) February 3, 2014
Snickers has gotten 3.1k retweets so far, and Doritos 1.3k.
We are living in the real-time marketing present, it would seem. The brands who saw the most activity and reach last night were the ones who were interacting like people do on Twitter around big cultural events, and inserting their brand in ways that were funny and relevant. J.C. Penney may have confused a lot of people with their decision to tweet in mittens, but it definitely got everyone talking about them. It remains to be seen whether it will help them sell any more mittens.
Watching brands interact during events like the Super Bowl has become an unexpected highlight for many viewers, especially when the action happens to be slow on the main screen.
What was your favorite social moment of the big game last night?
Super Bowl XLVIII will be upon us in two days, so we thought we’d take a look at what the chatter is like on Twitter around some of the brands who have purchased multi-million dollar ad time around the game.
Budweiser had already released its full #BestBuds ad and a teaser for their hero’s welcome ad when they released the full version yesterday. They kept their biggest ad under wraps until yesterday as well, leading up to it with a full series of teasers sharing the set-up, including some celebrity names: Arnold Schwarzenegger, Don Cheadle (with a llama), Reggie Watts, and a promised fourth (who turned out to be Minka Kelly and not the llama, Lilly).
The hashtag for the ad, #UpForWhatever, has been used in 1.3k tweets from 1.2k contributors, with an overall reach of 3.1 million– all since Tuesday, January 28th. The most retweeted tweet? From the official Bud Light Twitter account, sharing the full spot, with 453 retweets:
— Bud Light (@budlight) January 31, 2014
Coke’s big game spot “Going All The Way” was released in full this week, and the conversation around Coke and the Super Bowl on Twitter since Monday, January 27th has seen 15k tweets from 12.5k contributors, for a reach of 12.8 million. That’s about four times Budweiser’s reach, so far.
The most retweeted tweet with their hashtag #AmericaIsBeautiful is this one from the official Coca-Cola Twitter account, sharing their full ad and promising a $50k donation to the Boys and Girls Club of America for 10k shares of the spot:
— Coca-Cola (@CocaCola) January 27, 2014
Fortunately it’s not based on retweets, since it was only retweeted 49 times.
Doritos ran a contest to air a fan-made ad again this year, but unlike last year they opened it to residents outside of the U.S., provided they live in one of the other countries where Doritos are sold. Voting has ended, and two of the spots will be shown at the big game on Sunday (in addition to other prizes).
2.7k tweets from 2.4k contributors about Doritos and the Super Bowl, their contest, and their hashtag #ForTheBold have been tweeted since Tuesday, with a reach of 4.4 million, or about 1/3 of Coke’s reach so far.
The most retweeted tweet in this conversation around Doritos and the big game is from ESPN Sports Business Reporter & ABC News Business Correspondent Darren Rovell. It’s a recipe idea for a big game party:
— darren rovell (@darrenrovell) January 30, 2014
This was retweeted 240 times.
Kia reached back to the 1999 movie The Matrix for Morpheus to reveal to Super Bowl audiences the truth about luxury. On Twitter using hashtags #KiaK900, #RedKey, #BeTheOne, and #ChallengeLuxury, 1.3k tweets have been posted by 1.2k contributors for a reach of 1.4 million since January 22nd, putting them at the bottom of the list of brand mentions right now. The most retweeted tweet comes from the official Kia Twitter account, and shares the full game ad:
— Kia Motors America (@Kia) January 28, 2014
Morpheus was retweeted 865 times; a lot of revealed luxury.
While SodaStream’s ad has been banned by Fox for its direct mention of competitors Coke and Pepsi (the line from the ad is reflected in their hashtag #SorryCokeAndPepsi), that hasn’t dampened the conversation around the Scarlett Johansson spot on Twitter: 18.6k tweets have been made by 13.9k contributors since Tuesday, for a reach of 56.2 million. This time it’s just #SorryCoke so far; we’ll have to wait until later to see if they usurp Pepsi too.
— SodaStream USA (@SodaStreamUSA) January 30, 2014
SodaStream might have the most reach in the Super Bowl conversation thus far, but that tweet only garnered 7 retweets.
Toyota has teamed up with former NFL player and actor Terry Crews and timeless entertainers The Muppets to show off their new Highlander, which has #NoRoomForBoring. Since Tuesday, 10.1k tweets have been made by 8.3k contributors for a reach of 24.5 million. That’s about double Coke’s reach, but still half that of SodaStream. One of the most retweeted #NoRoomForBoring tweets was from the official Toyota account, and featured a custom Vine of Rowlf:
— Toyota USA (@Toyota) January 28, 2014
It has seen 125 retweets so far.
We’ll be back Monday with more numbers from the big game itself. Let us know if you end up making those Doritos Crusted Chicken Strips.
The NFL NFC and AFC conference championships both played out yesterday, determining the Super Bowl matchup of the Denver Broncos vs. the Seattle Seahawks. To make things more interesting, we took a look at mentions of quarterbacks Peyton Manning of the Broncos and Tom Brady of the New England Patriots on Twitter, before, during and after they played out the AFC championship game. We were curious if the same name would come out ahead in social mentions as in the game itself. The verdict?
Tom Brady came away with about 13% of the mentions in the overall conversation, but Peyton Manning got ahead of him with 15%. And while the range of things said about professional athletes on Twitter is impressive, the two tweets below naming the QBs sum up the mood around each of their mentions pretty well.
The most retweeted tweet mentioning Brady:
Tom Brady”s Wishlist: -A defense -Wes Welker -New Uggs -Chocolate to make him feel better about himself #NEvsDEN
— NOTSportsCenter NFL (@NOTSCNFL) January 19, 2014
And the most retweeted tweet mentioning Manning:
— Denver Broncos (@Broncos) January 19, 2014
This just didn’t turn out to be Brady’s year. Better luck next time, Brady! In the meantime, we’ll keep an eye on the talk around Manning and much more as the Super Bowl approaches.
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We took an early look at the #CES2014 tweets last week, and now we’re back to give you the bigger picture of everything that happened in Vegas (it doesn’t stay there if you put it on Twitter, and especially if you hashtag it).
From the lead up to the show- we started tracking on January 5th and the show officially began on the 7th- until it ended on January 10th, there were 457.2k tweets made by 163.8k contributors, reaching 170 million people. The first official day saw the biggest spike in tweets: 119.6k, beating out the previous day’s just-under-100k. That’s an average of just under 5k tweets an hour.
The most retweeted tweet was posted on the first day of CES, from PlayStation, and saw over 5k retweets and 141 replies:
— PlayStation (@PlayStation) January 7, 2014
The rest of the most retweeted tweets were from other brands and an agency, with one or two independent reporters in the mix:
2. @cmithun (Campbell Mithun, agency)
3. @chippy (Chippy, tech writer)
6. @byandreachang (Andrea Chang, tech writer)
This is a departure from the past, when CES was ruled by tech bloggers rather than brands. Since 2011, however, more brands have fully embraced social media and in-depth social strategy, joining the conversation that was already happening around them. Their increased presence in the conversation- especially their ability to direct it- shows the results this investment has brought. Brands aren’t just responding to various levels of coverage from tech bloggers, they’re creating, participating in, and growing the conversation themselves.
That is a powerful presence to have at the biggest consumer electronics show in the world.
This isn’t just in terms of retweets either; the top contributors to the overall CES conversation also included brands:
That’s four brands in the top ten contributors when three years ago there was only one. Based on this activity, influence from brands can only be expected to grow in the coming years.
Want help tracking tweets about your next conference or event? Let us know!
The 71st Annual Golden Globes aired last night, and we were there as usual in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association to help out on the red carpet and keep track of the social conversation. (Those of us at home did it with our shoes off and our beverage of choice in hand, just like Emma Thompson.)
During the 3-hour show there were 1.59 million tweets, and the awards predictions, red carpet fashion reviews, and general commentary brought the total up to 2.59 million over the course of the entire day. 875k Twitter users generated these tweets, reaching 296.4 million people overall– its biggest year on Twitter yet!
Actor Aaron Paul from Breaking Bad tweeted the most retweeted tweet of the night, with 30k retweets and 530 replies:
Breaking Bad for the win bitches!! Yeah Mr. White! Yeah science! #GoldenGlobes
— Aaron Paul (@aaronpaul_8) January 12, 2014
The most retweeted tweet from the official @GoldenGlobes Twitter account was a photo of actress Jennifer Lawrence on the red carpet, and it earned 3800 retweets and 550 replies:
— Golden Globe Awards (@goldenglobes) January 13, 2014
Further proof that the Internet still loves Our Lady JLaw (even at the moments when she’s not sneaking up on Taylor Swift).
How does this compare to last year?
The 2013 Golden Globes saw 1.7 million tweets from 598.5k contributors, reaching 184.8 million people and earning 8.1 billion impressions. This means tweets increased more than 1.5x this year over last year, with nearly 300k more contributors reaching over 100 million more people and doubling in total impressions.
We have to say, we’re looking forward to what the 2015 Golden Globes bring us under the returning helm of hosts Tina Fey and Amy Poehler.