super bowl xlviii twitter analysis
DESCRIPTION
Super Bowl XLVIII Twitter marketing analytics, brand interactions and stunts featuring JC Penney and Esurance.TRANSCRIPT
ANALYSIS
SUPER BOWL XLVIII
24.9 million tweetsHashtags mentioned in 57% of
ads
OVERVIEW
COMMUNITY GROWTH
Esurance – 261,000 new followers (3,000%)Microsoft – 22,120 new followers
(0.55%)Radio Shack – 22,078 new followers
(12%)
BRAND INTERACTION
BRAND INTERACTION
STUNTS
JC Penney – #TweetingWithMittens Stunt
BRAND RESPONSES
RESULTS10,000 followers40,000 mentions1,800 uses of #TweetingWithMittensSecond most mentioned brand on
socialmedia platforms behind
BudweiserBudweiser expense - $8 millionJC Penney expense - $0
STUNTS
Esurance - #EsuranceSave30 Sweepstake
RESULTS
261,000 new followers5.4 million uses of
#EsuranceSave30200,000 entries within one minute2.6 billion social impressions332,000 YouTube views12x spike in website visits in the
first hour