Biggest, record-setting social media moments of the Super Bowl

By Cory Bergman Comment

Updated: The Giant’s fourth-quarter victory help the Super Bowl become the biggest social TV event in history so far. Bluefin Labs says it counted 12.2 million social media comments, surpassing the previous all-time record high of 3 million held by the MTV VMAs. Trendrr said this year’s Super Bowl had approximately 5X the social activity over last year. The data is still coming in, and here’s our early crack at the biggest social media moments of the Super Bowl…

Most-talked-about moment: There wasn’t a jaw-dropper this year, but the game came down to the final moments, generating an average of 10,000 tweets per second (peaking at 12,233) in the final three minutes of the game, Twitter says. That surpasses Madonna’s halftime show, which drove 8,000 tweets per second (peaking at 10,245) over a five-minute period. Those are both English-language records for Twitter, falling behind the all-time record of 25,088 tweets per second in Japan.

The 53-year-old Madonna (yes, her age was actually part of a trending topic) dazzled on stage. Most of the tweets were positive, but not by much: Networked Insights found 28% positive, 21% negative. Some viewers starting buzzing after MIA briefly flipped off the camera — a moment lost to many, but pointed out by Deadspin in this clip. If you’re a football fan, the biggest moment had to be when Bradshaw sort of tried to fall down before scoring a touchdown.

By the way, the game set a Nielsen TV ratings record of 111.3 million people.

Best missed opportunity: “If Madonna would have Tebow’ed at the end of Like A Prayer, Twitter would have crashed,” tweeted @had2sayit, among others. Twitter, by the way, didn’t crash for us at all during the game.

Best social media moment for a commercial: USAToday’s Ad Meter — which is connected with Facebook this year — scores the Bud Light “Weego” ad as #1 (video below), with two Doritos spots following in the #2 and #3 slots. But data from Bluefin Labs gives the crown to the H&M ad, with 109K social media comments (and as you might imagine, 83% of them were women.) Here are the top 5:

  • 1. H&M – “David Beckham Bodywear” (109K social comments)
  • 2. Chrysler – “It’s Halftime in America” feat. Clint Eastwood (96K)
  • 3. NBC’s The Voice – “Vocal Kombat” feat. Betty White (9i0K)
  • 4. Doritos – “Man’s Best Friend” (74K)
  • 5. Pepsi – “King’s Court” feat. Elton John and Melanie Amaro (45K)

TiVo has released its real-time data around the commercials, showing the most replayed moments: Doritos’ user-created “Man’s Best Friend” took the top spot, followed by the M&M’s Ms. Brown spot:

The biggest brands and celebrities in social media: Networked Insights crunched the numbers around brands “share of voice” during the big game. Here are the top 5:

  • 1. Doritos – 14%
  • 2. Budweiser – 13%
  • 3. Coke – 11%
  • 4. Pepsi – 8%
  • 5. Acura – 6%

And the top three celebrities (from commercials) in social conversation:

  • 1. David Beckham (H&M) – 39% (4X more conversation than H&M itself)
  • 2. Clint Eastwood (Chrysler) – 21% (3X more than Chrysler)
  • 3. The Darkness (Samsung) – 11% (slightly less conversation than Samsung)

As for Eastwood’s ad (my personal favorite), “(It) was perceived by many to be a Clint Eastwood PSA for Detroit, and resulted in three times more conversation around him than Chrysler,” explains Networked Insights.

Best social TV play by an advertiser: And the winner is… Chevrolet. The car company’s second-screen app (below), Chevy Game Time, was a smart marketing move. As viewers answered trivia questions (and browsed factoids, tweets and ad replays), Chevy gave away cars and thousands of other prizes. Chevy also sponsored the #superbowl hashtag on Twitter, as well as’s live stream of the game. It’s Armageddon spot also created one of the most-talked-about moments with a direct jab at Ford, and it gave Eli Manning a Corvette (l@DrewMTips asked, “Why not a Volt?”) Come to think of it, Chevy may have spent the most money in the big game, but it certainly made the best social TV play in our book.

Second best social TV play by an advertiser: Coca-Cola’s Polar Bear Bowl featured a live stream of two animated polar bears watching the game, reacting to the action in real-time. It’s a creative idea, especially as pointed to Facebook during the game, then to YouTube after. Here are the bears dancing to Madonna’s halftime show:

The best second-screen experience: To start things off, we checked into the game on GetGlue, Miso, IntoNow, Shazam, ConnecTV, Umami, Foursquare and Viggle. Ok, that’s overkill, but we wanted to give them a spin on the biggest social TV event of the year. For starters, GetGlue sailed passed its all-time check-in, counting over 100,000 before halftime and 150,000 total for the game, 3X its all-time record (the company doubled its servers for the Super Bowl.) We’re let you know of other second-screen stats when we get them.

We paged through Miso’s SideShow, sponsored by Hyundai, which provided factoids, polls and other tidbits in sync with the game and the Hyundai ads themselves (that is, if you’re on DirecTV or AT&T, otherwise you advance manually.) IntoNow served up a solid second-screen experience with conversations and real-time stats, although only a little over 4,000 people “tagged” the Super Bowl in the app — and the discussion was a little sparse.

Nearly half of the Super Bowl spots were set up with Shazam, powering over one million giveaways, including a few cars. Today, the company says it saw “record engagement,” and the Best Buy ad — which featured two of Shazam’s founders — topped the list. If you tagged the game, you could browse real-time stats and participate in polls, and tagging the halftime show (below) opened up a free LMFAO remix. Shazam has the largest installed base of any second-screen app, and it will be interesting to see the numbers — anecdotally, we found it hard to tag 30-second spots in time.

This was ConnecTV’s first big moment, releasing to the public a week ago. Like IntoNow, it’s graphically well-done, with live stats and discussions. But again, discussions were sparse. (It also had a bit of a scoring snafu in the first quarter, which it fixed after users pointed it out.) Umami was clean, but relied on others for most of the app: pulling in Twitter conversations and framing’s NFL Gamecast for real-time stats.

The loyalty app Viggle (above) tried a different approach, giving users 200 points to check into the game and offering them as much as 10,000 more points to participate in a second-screen experience throughout the game. By the way, 7,500 points adds up to a $5 gift certificate.

Meanwhile, over on (below), it offered the first live stream of the Super Bowl with several camera angles, basic stats and discussion. It worked well for us — although we saw some tweets that it buffered a bit. Its social features were limited, and probably the best feature was the live stream worked flawless on the iPad.

Who’s the best in the second screen? That’s a tough call because different apps have different purposes. (For example, for real-time sports stats, ESPN is hard to beat. For pure conversation, a Twitter client.) Data from Trendrr found that GetGlue, Shazam, Viggle and IntoNow (in that order) authored the most Super Bowl tweets, which is one perspective. Also, the Super Bowl is a unique animal. “Second screen experiences are very unsocial when watching with friends in real life,” tweeted @rozzy. “Not sure of solution.” I think that’s a fair statement, and we’re still very early in the second-screen space.

Here’s a infographic wrap-up of the Super Bowl, provided by Bluefin Labs. And scroll below to leave a comment with your favorite social media moment of the big game…