Touchdown! Which Brand Won the Social Super Bowl? [Infographic]

By: Lien Brusselmans

February 3, 2014

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The “holy grail” of American football was yet again a celebration of the big brands’ commercials. The online buzz leading up to February 2nd was, of course, massive, but it was Game Day itself that made our servers explode! Lucky for us not literally, so we were able to monitor and analyze all social buzz real-time with our social media management platform, Engagor.

Curious about the results? Have a look at the infographic below or read on to find out which brands and commercials captivated the coveted Super Bowl spotlights.

With a total of 12 million social media mentions in one day, many brands seized the opportunity to go viral or at least cause some social buzz. Several were successful, others less so.

It probably won’t come as a surprise that 90% of all social buzz around the Super Bowl ads came from mobile devices, with 3 times more posts from iPhones than Android devices.

The brand that eventually generated the biggest buzz already has a long history with the Super Bowl. Budweiser has once more treated us with an awwwww-inspiring commercial about the friendship between a puppy and a horse. The Super Bowl unmistakably goes hand in hand with food and drinks, so Pepsi, Coca Cola, Bud Light, and Butterfinger complete the top 5 most discussed brands.

Now which brands have taken the trouble to actually reply to what people had to say about or to them? GoDaddy, Wonderful Pistachios, and Sonos were the brands that engaged most with their audience. Jaguar and Verizon also put a lot of effort into actually talking with their community.

One of the most efficient ways to make a commercial a hot topic online, is by using a uniform hashtag. As one of the official sponsors, Pepsi made their primetime #halftime #gethyped show a true success. Other top hashtags were #bestbuds and #salute for Budweiser, #beckhamforhm for H&M, and #cuptherapy for Butterfinger.

We also had a look at which states had the most to say about this edition of the Super Bowl. California comes in first, closely followed by Texas, New York, Florida, and Washington.

Last but not least, which tweets were responsible for a large share of the online buzz? Super Bowl spectators clearly liked Beckham in H&M’s commercial, which came in first in the list of top (brand) tweets. J.C.Penney’s attempt to score a top tweet was a bit less successful. Their incoherent tweets were definitely picked up on, but the joke (tweeting with mittens) didn’t turn as viral as they’d probably hoped. The response other brands gave were at least as funny as the original J.C.Penney post.