A really smart guy (cough-ME-cough) recently predicted that Twitter would be a “carnival of brands” trying to newsjack the Super Bowl, hoping to score points with consumers during real-time marketing’s biggest stage of the year.
While I’m patting myself on the back for what was an obvious prediction to make — seriously, did anyone expect it not to be?? — new data from social media agency Mass Relevance shows that it turned out exactly as expected.
The result? Last year, eight of the top 100 brands tried real-time marketing and this year that numbered ballooned to 29 top brands — an increase of 362 percent.
Mass Relevance says this year’s group of 29 top-brand Super Bowl tweeters includes six that also did it a year ago. In other words, 75 percent of the 2013 newsjacking hopefuls tried it again this past Sunday. The company also told the New York Times that fewer of the top 100 brands shared real-time content on Facebook this year than in 2013.
Marketing Land’s Greg Finn already collected a couple dozen of the best Super Bowl social media updates. It’s a list made up primarily of Twitter activity, which — at least this year — was the default real-time newsjacking playground for an increasing number of the world’s top brands.