When the beginning of February comes around most people are either complaining about the snow or talking about football. And of course, you have those in the industry, discussing all of the ads played during the Superbowl. 

Businesses spend incredible amounts of money for television time during the biggest football event of the year, but this year many also integrated with social media to make a bigger impact. What exactly did they do?

Facts & Figures

When it comes to social media, sometimes cold, hard facts are the most reliable source to see who did what. 

Marketing Land Says...

• Of 2 million Super Bowl social mentions on Twitter and Facebook, Twitter was ahead with about 75% of them.
• McDonald’s was the most discussed advertiser.
• T-Mobile was the most engaged advertiser, meaning it responded back to people the most via social.
• McDonald’s, followed by Coca-Cola, Nationwide, Budweiser and T-Mobile had the most buzzing ads in terms of mentions.
• T-Mobile’s had that the most positive sentiment, 60%, while Nationwide had the worst at 45% negative.
• 77% of mentions happened via mobile devices.
• McDonald’s gained the top tweet when it promised to give away a Lexus NX for retweets.
• 68% of men were from men; 32 from women.

Who Else Scored?

Marketing land shared some critical data to show who was making the biggest splash, but just because you have the most retweets does not mean you get all of the points. 

The Quickest

Cheerios on it during the game-ending interception. 

Everyone’s mouth right now: pic.twitter.com/cZjfD42kgK

— Cheerios (@cheerios) February 2, 2015

Hijacking 

Either Doritos has the fastest designer there is, or they are in cahoots with Nissan. 

Lessons Learned

In a well-received spot, BMW showcased the advancement of technology using an NBC segment from 1994 in which hosts Katie Couric and Bryant Gumbel are seen discussing a new creation called the Internet. During the segment, the anchors briefly mention an email address, which most viewers dismissed as being part of the old footage from 1994. It turns out BMW quietly planted the email address into the segment and clever viewers who shot off an email to the address were told via a secret YouTube video that they could possibly win a car.
CNBC

After spending millions on television, you may want to kick up your feet and watch the game. Brands taught us that integration is key and the above example regarding BMW executes that lesson well. 

If you're interested in starting a social media integrated campaign of your own, we can help.