Introducing The Marketing Land #Hashtag Bowl: 2014 Edition

The Marketing Land Hashtag Bowl: 2014 Edition presented by Hootsuite

Are you ready to see the battle of the social networks during Super Bowl XLVIII?

Marketing Land is set to kick off Super Bowl advertising season with our third annual #Hashtag Bowl — your front row seat to see how all the social media platforms stack up against each other in Super Bowl ad mentions.

How Does The Marketing Land #Hashtag Bowl Work?

The #Hashtag Bowl is Marketing Land’s annual color commentary on how marketers are leveraging America’s premier cultural event, the Super Bowl.

Our team of marketing experts will be watching those expensive, in-game ad slots to find out which social media platforms advertisers are steering fans towards by using brand or ad-specific hashtags or by directing viewers to specific social networks.

Pre-Game Warm-up: Which Brands & Ad Trends To Watch

In the days leading up to the big game, our editors will be on the lookout for teaser ads, leaked clips and ads that didn’t make the final cut of Super Bowl-worthy commercials.

Some of the questions we’ll be discussing in our pre-game coverage include:

  • Will this be the year brands do a better job of ensuring call-to-actions in their ads are effective?
  • Will we see brands “newsjack” the event, cashing in on attention even if they aren’t actually advertising?
  • Will this also be the year brands do a better job of integrating search marketing, which often feels like an afterthought?
  • Will brands avoid some of the common social screw-ups we’ve seen in the past couple years?

Live Coverage & Expert Analysis Of Ads During Super Bowl XLVIII

A panel of experts will be on hand to live blog and tweet all of the advertising action during #SB48 on Sunday, February 2, 2014.

Marketing Land Live Blog Kick Off: 6 pm ET / 3 pm PT 

Super Bowl XLVIII Kick Off: 6:25 pm ET / 3:25 pm PT 

The Marketing Land #Hashtag Bowl Scoreboard

On game day, we’ll be breaking down the video and tallying all of social media mentions by platform during television commercials that air during the game.

See which social network scores the most mentions from the brands who have invested big bucks in air time.

#Hashtag Bowl History

  • 2012 – Facebook & Twitter mentioned just eight times each
  • 2013 – Twitter / Hashtags mentioned in 26 of 52 national ads 
    • 4 Facebook mentions
    • 1 Instagram mention
    • 1 YouTube mention
    • 0 Google+ mentions

This year, we’ll be keeping score on our real-time ticker, which you will be able to embed on your own site or blog post when it goes live. Stay tuned for more details!

Post-Game Analysis & MVB: Most Valuable Brand To Be Named

Immediately after the game ends,  Marketing Land will crown the social media network with the most mentions the winner of the 2014 #Hashtag Bowl.

In the days following the game, we’ll name the MVB: The Most Valuable Brand – the advertiser that bested everyone else in digital marketing, taking into account social media scores, search visibility, viral activity and more.

In addition, we’ll run post-game data points for insight on overall social media activity and popular searches on Google, Bing and Yahoo.

Get In The Game!

Subscribe to the Marketing Land Twitter List to follow all of the brands advertising during the big game.

Subscribe To Super Bowl Advertisers Twitter List

Join in the conversation and tweet your analysis of Super Bowl digital marketing execution @MarketingLand using #HashtagBowl.

Follow all of the action here: http://marketingland.com/hashtag-bowl. We’ll see you on February 2nd for our third annual #Hashtag Bowl!

Related Topics: Channel: Social Media Marketing | Features: The #Hashtag Bowl | Super Bowl | Top News

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About The Author: is Director of Audience Development for Search Engine Land and Marketing Land. She is responsible for increasing readership through owned, earned and paid media channels. In addition, she assists in programming sessions at Third Door Media's Search Marketing Expo conference series and manages speaking engagements for editorial staff. Follow her on Twitter @elisabethos.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • simons1321

    Are all #hashtag’s going to be credited towards Twitter again this year?

    I don’t think this is an accurate attribution method anymore since basically all social networks support them now and users blast them across social networks whether they support them or not. I’m betting the average American doesn’t equate a hashtag to only Twitter anymore either unless the twitter logo is next to it. I’ve even had discussions with major brands where they feel that the hashtag is the best method to target ALL social networks in TV and print since it is the common denominator across most social networks. Sort of a catch-all for social media. The alternatives for the non-Twitter social networks is fragmented and can vary by site (ie. Facebook has a URL, Google+ a URL that uses a different format /+brand, @handle, etc).

  • Matt McGee

    Yes, we’ll be counting hashtags as their own entity, plus all of the social network mentions, too. If you click through to the Hashtag Bowl landing page (http://marketingland.com/hashtag-bowl), you can see on the scoreboard how hashtags will get their own count.

    You’re right — now that Facebook supports hashtags and brands appear to be more active on Instagram and Vine and other services that support hashtags, it makes sense to separate them and not count them strictly as a Twitter mention. (That said, as we showed last year, the majority of the brands that used hashtags in last year’s ads weren’t active on Google+, so the argument that those brands were targeting Google+ as a social network doesn’t really fly.)

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