Tag Archives: super bowl xlvi

Who Do Social Media Ads Help Most?

Social media analytics provided to Mashable. 

Getting a celebrity to shill products during the game’s valuable advertising time can do wonders to imprint a brand in consumer consciousness. But that plan can also backfire, with the celebrities themselves overshadowing the products they promote.

Overall, David Beckham dominated Super Bowl XLVI. More than 85,000 tweets mentioned him over the course of the game, according to Simply Measured. But the Beckham-in-his-undies ad helped clothing retailer H&M, too.

According to Networked Insights, the soccer player gained four times as much of the conversation on Twitterand Facebook as H&M. But his presence still pushed the brand into the eighth slot of most talked about companies on the two social networks during Super Bowl Sunday.

John Stamos also gained four times more of the conversation than the brand he endorsed, Dannon yogurt. But unlike H&M, Dannon wasn’t able to parlay that into a significant share of the online discussion, finishing outside the top 10 according to Networked Insights.

Supermodel Adriana Lima did especially well for herself when she appeared in ads for Kia and Teleflora during the game. Lima gained about 7% of the celebrity ad conversation, according to Networked Insights, and the reaction on Facebook and Twitter was overwhelmingly positive.

But her buzz did not translate into major boosts in sentiment for either of the companies she endorsed. According to NetBase, Kia’s rate of positive mentions increased by just 0.1% on Super Bowl Sunday compared to normal, and there was actually a relative dip of 1.2% in positive mentions for Teleflora.

Interestingly, the three brands that grabbed the largest share of the advertising conversation were Doritos, Coca-Cola, and Budweiser and Bud Light counted as one, according to Networked Insights. None of those companies hired major celebrities, but all did feature animals in one ad or another.

Do you think it’s worth it for brands to shell out big bucks for major celebrities in their Super Bowl ads? Or are there better ways to make a splash? Let us know in the comments.


Social Media @ 2012 Super Bowl a Huge Success


The Super Bowl’s first-ever social media command center was an “enormous success,” according to Taulbee Jackson, who managed the host committee’s interactive communications hub.

A team of strategists, analysts and tech-savvy volunteers spent the past two weeks monitoring the digital fan conversation while working out of a 2,800-square-foot space in downtown Indianapolis just blocks from where Super Bowl XLVI was played Sunday. They chimed in as needed via TwitterFacebook and other platforms.

“The number of people we were able to reach was through the roof, more than anyone on the committee expected,” Jackson said in an interview the day after the game.

With some 150,000 people expected to flood downtown Indianapolis for Super Bowl festivities, the command center functioned as an innovative way to keep football fans informed and under control.

Jackson says it had a direct reach of about 49,000 people in the Indianapolis area over Facebook, Twitter,Foursquare and YouTube. Overall, the command center delivered some 1.8 million online impressions each day for the Indianapolis host committee.

Brad Carlson, the host committee’s vice president of marketing, told Mashable that he is “sure this trend will continue” as social media becomes increasingly widespread. The committee tapped Jackson’s digital marketing agency Raidious to run the operation, which Carlson said became a hot spot for tours by other event and civic organizations.

The team used advanced search tools and analytics to identify fans in need of help by indexing key words and phrases.

On Saturday afternoon, for example, a fan named Morgan Cooper tweeted to no one in particular that she was struggling to find somewhere to park. Less than half an hour later, someone at the command center located Cooper’s post and responded via the host committee’s official account with this message:

The link contained a map of more than 50 parking areas. That ability to directly respond to visitor concerns paid off — over the month preceding the game, fan sentiment about Indianapolis and the Super Bowl averaged a three-to-one positive ratio on social networks.

Excluding search engines, social media was the number-one referral source to the host committee’s homepage, ahead of the websites of the NFL and Indianapolis Star newspaper. The command center averaged more than 3,500 retweets and 2,500 Twitter “favorites” or Facebook “Likes” per day.

Jackson also said that, by monitoring the online fan conversation, his team was actually able to learn about several minor safety issues before even being notified by official organizations.

The two biggest operational surprises were an older and less nightlife-hungry audience than expected, according to Jackson. But the command center’s successes and surprises alike will be a boon to cities and organizations that look to set up similar operations.

“We’re really excited about what we were able to accomplish,” Jackson said. “A big part of our mission was to give this new idea a shot and establish a really good baseline that future committees and events can learn from.”

What other cities and events should establish social media command centers like this? Let us know in the comments.

Image courtesy of iStockphotoLUGO

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