From ads about constipation to Beyoncé Knowles stealing the limelight during halftime, Super Bowl 50 was full of intriguing social data.
Adweek collected digital stats throughout the game Sunday night. Here are six of our most interesting finds:
1. Mountain Dew's director of brand marketing Sadira Furlow told Adweek the Super Bowl campaign generated 11 million views across social media since its first teaser spot launched on Jan. 22.
Per Amobee Brand Intelligence, the ad generated more than 50,000 tweets in the first half of the game.
2. One of two bowel-related ads—a spot aiming for awareness around opioid-induced constipation or OIC—blew up on Twitter, helping generate 10,250 tweets about constipation during the first half, said Amobee. OIC itself was mentioned in 4,536 tweets.
3. Esurance got huge social buzz early on with a pregame ad encouraging folks to tweet #Esurancesweepstakes for the chance to win $1 million.
According to Spredfast, the spot generated a whopping 9,000 tweets per minute immediately after it aired, pulling in 375,000 tweets in the first quarter. UPDATE: The hashtag hit two million tweets by Monday morning.
4. To compare, Pepsi racked up 367,000 tweets and Doritos had 245,000 tweets with their spots. By Monday morning, Pepsi had 486,000 tweets, with Doritos generating 338,000 tweets.
5. During the peak of the halftime show, Beyoncé pulled in 147,000 tweets per minute compared with 83,000 tweets about Coldplay, per Spredfast. Inside the stadium, the singer was tagged in 60 pictures per minute on Instagram.
6. By the end of third quarter, social media analytics company Sprinklr reported that there were more than 960,000 social posts about the Super Bowl across Twitter, Instagram and YouTube.