Although Facebook was the most-mentioned social network (in a 5-4 win over Twitter), it was hashtags that dominated the game alongside the Seahawks. In 2013, about half of the ads run during the big game included some kind of #hashtag reference. This year, 58 percent had a clear #hash reference.
This is only counting ads shown nationally and the metrics were measured by Marketing Land during their annual #Hashtag Bowl count. For everyday marketers, as most small business owners online are, this is an interesting set of information because it shows how the big, national and international ad agencies are grasping and utilizing social media.
Now that all of the major social networks support hashtag use, they’re becoming more commonly used in large-scale advertising efforts and branding. In all, a hashtag was mentioned 31 times during the game (not including re-runs/repeats of ads), outpacing even the mention of URLs (website addresses), which were mentioned 22 times. Showing the importance of trending over brand marketing via websites.
Of all the ads shown during the Super Bowl, says Marketing Land, Hyundai was the only company embracing every network they could find with mentions and logos to push Facebook, Twitter, and other accounts as well as hashtag use and a URL – all spread over two advertisements.
Several companies clearly chose sides between Facebook and Twitter, though, making for interesting accounts of who’s who. T-Mobile, for example, had all of the major social networks mentioned in its online ads, but the ads aired during the game dropped everyone in favor of Facebook. RadioShack did the opposite, dumping all in favor of Twitter.
All in all, an interesting game, even if you’re not a football fan.