It took the world by storm yesterday and according to Ellen, the world is now divided into 2 people – #blueandblack or #whiteandgold. From this day on, the world will be divided into two people. Blue & black, or white & gold. http://t.co/xJeR7GldwP pic.twitter.com/i6BwVzPzSZ — Ellen DeGeneres (@TheEllenShow) February 27, 2015 The dress saga started Read more…
If you watched the game on Sunday you probably felt one of two emotions: triumphant elation or deep, crushing disappointment. Either way, the Big Game was an eventful day for fans and brands alike, generating more social activity than any other sporting event to date. Here’s how the game stacked up for sharers.
The Patriots took home the Super Bowl of sharing by a narrow margin—2.5 million shares to the Seahawks’ 2.1 million. Much of that was driven by quarterback and flawless human Tom Brady, who generated over 2 million social signals throughout the week. Next in line was Marshawn Lynch, whose pre-game antics and missed opportunities drew 1.2 million shares. But the real winner was Malcolm Butler. An unknown rookie cornerback before Sunday, Butler saw a 772x lift in social buzz after his game-winning interception.
The buzz wasn’t just reserved for game time. Social activity peaked once during the game, but most activity occurred around noon the following day, highlighting the importance of closely monitoring the timing and context of social actions to reach consumers at peak engagement.
As we’ve noted before, mobile is a rapidly growing platform for sports content. This held true for the Big Game, as fans were 40% more likely to share about the game on their tablets and smartphones. Smartphones were especially active on game day, as fans rushed to post updates as events unfurled.
By now, we know that the Super Bowl isn’t just about football anymore. The ads and branding campaigns that surround the game generate their fair share of social buzz. This year, Budweiser won the lot, with a 252x lift in social activity following their Lost Dog ad campaign. Skittles also won big, but the brand didn’t need have to dump dollars into a 30-second spot. By taking advantage of Beast Mode’s aversion of press conferences and love of pre-game snacks, Skittles generated a 97x lift in social activity.
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