There were 1,167,435 tweets around the World Series between 8 p.m. and 1:20 a.m. last night. That included 264,303 tweets around the hashtag #WorldSeries, 172,539 tweets around the phrase World Series, 137,610 tweets mentioning the The Royals and 137,052 tweets mentioning The Mets.
Last night’s game saw some unexpected moments for brands (and ran unexpectedly long). Fox, who lost their feed and saw negative sentiment rise was probably not thrilled, but Taco Bell got cheers—sort of —all around after offering everyone free breakfast next week for stolen bases.
TACO BELL FOR EVERYBODY
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— Stephanie Haberman (@StephLauren) October 28, 2015
The fact that Taco Bell can afford to give away Crunchwraps to every American tells me everything I need to know about Crunchwraps. — Michael Ian Black (@michaelianblack) October 28, 2015
Amobee Brand Intelligence analyzed 600,000 sites across all platforms to see how people were reacting. Here’s what they found:
It wasn’t a great night for Fox when Fox Sports lost their feed in the fourth inning due to a “technical difficulty.” Fans missed one at bat and the audience was switched to Major League Baseball’s international feed of the broadcast. There were 114,561 tweets around Fox: 13 percent positive, 64 percent neutral, and 23 percent negative. Maytag and Snickers also saw positive engagement around in-game tweets, during the “technical difficulty.”
You know how to avoid #TechnicalDifficulties in the future? #EatASNICKERS pic.twitter.com/CLPurItdvx
— SNICKERS® (@SNICKERS) October 28, 2015
Google Fiber also had a rough night after they saw their Internet and TV services crash in Kansas City, right before the game started. There were 3,699 tweets around Google Fiber, with Twitter sentiment being 10 percent positive, 57 percent neutral, and 33 percent negative.
With Maytag, there’s never a shortage of power. #TechnicalDifficulties #WorldSeries pic.twitter.com/g9iwwO8Fod
— The Maytag Man (@TheMaytagMan) October 28, 2015
But Taco Bell is the real marketing story this morning, generating 17,505 tweets surrounding their A.M. CrunchWrap promotion. They promised a free breakfast on Nov. 5 for every base stolen. Lorenzo Cain of the Royals was the first one to feed American, while he only got one hit out of six at bats, sentiment around the 4,374 tweets he was mentioned in during the game was 45 percent positive, 45 percent neutral, and 10 percent negative around his one stolen base. Digital content engagement around Taco Bell has already increased 561 percent on Oct. 28 compared to October 27, around America winning a free breakfast.