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Super Bowl XLVIII: Brands on Twitter

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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

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:

This tweet has seen 600 RTs so far.

Coca-Cola

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:

Doritos

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:

It has seen 94 retweets so far.

Kia

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:

This tweet was part of a back-and-forth conversation from the brands, and has earned a total of 276 retweets so far.

SodaStream

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.

One of the most retweet tweets featuring their hashtag #SorryCokeAndPepsi came from the official SodaStream account, and referred to their celebrity spokesperson Scarlett Johansson:

It has seen just 23 retweets so far.

Toyota

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:

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:

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:

Coors Light jumped in first, getting some exposure- 7.1k retweets- on a night dominated by their competitor Bud Light.

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 has gotten 3.1k retweets so far, and Doritos 1.3k.

The Takeaways

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?

Written by Sarah

February 3rd, 2014 at 8:31 am

Super Bowl Preview: Brands on Twitter

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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

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:

 

Coca-Cola

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:

 

Fortunately it’s not based on retweets, since it was only retweeted 49 times.

Doritos

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:

This was retweeted 240 times.

Kia

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:

 

Morpheus was retweeted 865 times; a lot of revealed luxury.

SodaStream

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.

The most retweeted tweet featuring their hashtag #SorryCokeAndPepsi is this one from the official SodaStream Twitter account, explaining the controversy over their ad:

SodaStream might have the most reach in the Super Bowl conversation thus far, but that tweet only garnered 7 retweets.

Toyota

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:

 

It has seen 125 retweets so far.

Want more?

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.

Written by Sarah

January 31st, 2014 at 4:31 pm