Last week, millions of viewers tuned in to watch the Super Bowl. This, however, was not the only game that the world was watching; 2015 was all about #SocialBowlXLIX. With NBC’s limited ad space for commercials, brands had to strategize their Social Bowl game plan. While the Patriots won on the field, brands scored their own touchdowns on social media. There was a distinct winner in social platforms; Twitter led the pack with 75% (1,513,527) of Super Bowl mentions, while Facebook trailed behind with 361,467 according to Engagor.
With 115 million people watching the big game, the turnout on social media was huge this year; 1,915,081 Super Bowl ads were mentioned on social media on February 1st. Here are our top three #SocialBowlXLIX winners:
Budweiser has done it again. Not only was Budweiser one of the top companies to see an increase in brand favorability due to their Super Bowl TV ad, but they also dominated on social media. Budweiser’s “Lost Dog” commercial, which was accompanied by the hashtag #BestBuds on Twitter, accrued over 26 million views on YouTube and 177 million engagements on social media according to Omnicom.
During the 2015 Super Bowl McDonald’s launched their TV ad campaign: Pay With Lovin’. However, unlike most brands McDonald’s did not head to social media to talk about their TV spot. Instead, they earned the spot of the most discussed advertiser on social media during this year’s Super Bowl thanks to a series of giveaways on Twitter. Everything from a new Lexus to a fanny pack was up for grabs. Also to be noted was Mcdonald’s willingness to interact with other brands on social – smart move Mickey D’s, smart move.
For this year’s big game, Coca-Cola decided to get positively creative. Coca-Cola’s Twitter campaign, #MakeItHappy, took a look at all the negativity online. The campaign encouraged people to respond to negative messages on Twitter using the hashtag #MakeItHappy and promised that the brand would swoop in and turn virtual frowns upside down by tweeting back happy images constructed out of the negative comments. Interactions soared and Coca-Cola had the second most successful ad in terms of social engagement according to Engagor.
While these brands took a different direction with 2015 Super Bowl ads, when it came to supporting their TV spots with social media each brand turned heavily to Twitter. Despite the fact that Facebook dwarfs Twitter’s number of active monthly users, one thing is clear; when it comes to Super Bowl ads the majority of social media engagement and interaction occurs on Twitter.recommend this