The Super Bowl Killed It On Twitter – And So Did Smart Advertisers

Whether or not you’re a sports fan, smart marketers watched and participated in Super Bowl buzz – and the payoff was HUGE.

How huge?

There were 24.1 million Tweets about the game and halftime show, not including the ads. And, as predicted, the volume of tweets went above and beyond last year’s totals – and it achieved this goal by the beginning of the second half!

The moments generating the biggest peaks of Twitter conversation (measured in Tweets per minute, or TPM) during the game:

– Power outage: 231,500 TPM
– 108-yard kickoff return for Ravens TD by Jones: 185,000 TPM
– Clock expires; Ravens win: 183,000 TPM
– Jones catches 56 yard pass for Ravens TD (end of 2nd quarter): 168,000 TPM
– Gore TD for 49ers: 131,000 TPM

Beyonce’s halftime show generated 5.5 million tweets – and, of course, the ads were a big hit, with the unexpected blackout proving a boon for speedy advertisers.

Illustrating just how fast advertisers moved in: it took just four minutes for the first Promoted Tweet to appear against searches for [power outage] on Twitter.

Someone thought fast and sent out this tweet during the blackout, for example, and it has been retweeted more than 15,000 times. Yep, a free tweet is generating tons of free marketing for Oreo. 


Facebook continues to dominate as THE place to be, despite the growing prevalence of hashtags in commercials, as this post by the popular TV show Revolution demonstrates (another smart post taking advantage of the black out), with more than 35k likes and 8k shares (and counting):

Did your company take advantage of the Super Bowl to get some free promotion via smartly timed tweets? Share your successes in the comments!

(Smart image from Shutterstock)