On Twitter, more than 27.6 million tweets were posted using the event's official hashtag #SB51. Meanwhile, #SuperBowl surpassed one million tweets before the Halftime Show. And, as expected, it later became a Trending Topic.
We can also see the impact of this event on social platforms through figures that tell us about the use of mobile devices during the event broadcast.
To this we must add that 90% of interactions on Facebook, mainly regarding numbers (south korean tv series) content in video format, occurred through mobile devices.
According to information shared by Marketing Directo, the users who respond best to advertising during the event are young people between 18 and 24 years old, being the most open to purchasing the products being promoted.
Brand awareness for this segment amounts to a not inconsiderable 21.7% and 17.5% if we talk about the general public.
In more digital data, it is interesting to see how of the 113.7 million people who watched the Super Bowl broadcast, 1.7 million did so via streaming. Keep an eye on live broadcasts through platforms such as Facebook Live or Instagram Stories.
The most mentioned brands during the event were also those that achieved prominence in digital, such as T-Mobile, Budweiser or Audi.
The most talked about moments on Twitter were: the New England Patriots coming back to win the Super Bowl in overtime, the end of Lady Gaga's halftime show performance, and a play by Danny Amendola that tied the game at 28-28.
Snapchat priced its Super Bowl lenses or filters at between $400,000 and $600,000 with an expectation of views between 7 and 20 million times. It will be interesting to see the conversions of brands like Gatorade that chose this platform to interact with the public during the event.
Conclusions
There is no doubt that the Super Bowl is an event with great impact for all types of audiences, beyond those who live in the United States, like American football or know who Lady Gaga is.
The keys that they offer to brands are framed in the ability they may have to take advantage of an event and connect with their audiences through human content, beyond the sport or the final result of a match.
Putting yourself in the consumer's shoes, getting to know them and providing them with relevant content beyond our product will always be a formula for success.
Social media campaigns seem to be reaching a point where they need to be reconsidered, as hashtags do not seem to be the most important thing. Perhaps live broadcasts or links to websites where we provide content with added value are.
What did you think of the brand's deployment during the Super Bowl? Let us know in the comments which digital strategies caught your attention.