Yep, Twitter Was A Real-Time Marketing Circus On Super Bowl Sunday

Super_Bowl_XLVIII_logoA 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.

Mass Relevance kept an eye on Interbrand’s Top 100 brands list and compared their Twitter activity this past Sunday with the 2013 Super Bowl.

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.

Related Topics: Channel: Social Media Marketing | Features & Analysis | Social Media Marketing | Statistics: Social Media | Super Bowl | Top News | Twitter


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • James R. Halloran

    Thanks for sharing your research! I think all this proves more and more that Twitter is the dominant platform for televised events. And I only think next year’s Super Bowl will feature a lot more of the same newsjacking.

    I only wonder now how successful their marketing efforts on Twitter will be for the Winter Olympics later this month.

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