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Super Bowl 2015: The battle of the brands on Twitter

by Ana, posted 3 years ago
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The biggest television event of the year for the US is over and of course hardly anyone is talking about the actual game. Simply because the ‘Big Game’ actually happened during the commercials.

This year, the stakes for brands were higher than ever with 30 seconds of commercials air time being sold at a record breaking $4.5 million.

We’re based in Amsterdam and honestly, even if we tried to watch the game we’d most likely fail to understand the rules of American football, we decided to better focus on what we understand best, Twitter.

During the Super Bowl, we monitored the Twitter mentions of top brands that aired commercials throughout the game, and calculated their social return on investment based on their number of mentions and the amount each of them spent on ad time.

Top 10 most mentioned brands on Twitter during Super Bowl

 

McDonalds was the big winner of the Super Bowl on Twitter with more than 319,000 mentions during the game accounting for a significant proportion of the total of 1.2 million tweets mentioning brands. Is it because McDonald’s was literally lovin’ every single commercial that aired? It is definitely likely!

Top 10 brands on Twitter based on Twitter mentions

McDonald’s chose an unusual Twitter strategy during the game, apart from advertising on TV. In fact, the brand was posting tweets about every commercial that aired with all kinds of positive comments. ‘That’s nice’ you might think. Actually, this wasn’t the only aspect of their Twitter strategy. McDonalds actually used these tweets as part of a major Twitter contest, giving away each product advertised in the commercials.

Nationwide was the second most mentioned brand on Twitter, however their commercial has stirred quite the reaction for its pessimism and controversy.

Despite this,  the brand with the highest social return on investment with 45,808 points, leaving McDonalds in second place with 35,000 points and a $9 million investment, double the amount Nationwide spent on airtime despite their generous Twitter campaign.

Top 10 brands with the highest social ROI

Last but not least, the automotive industry had the largest representation in the Super Bowl with BMW winning the Big Game on Twitter with 83,000 total mentions and a 9,231 social ROI score.
Car brands with the most Twitter mentions during the Super Bowl

Now over to you. What did you think of the Super Bowl commercials? Were you surprised by how the game winded up on Twitter? Let us know in the comments right below.

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