Twitter Hashtags in Commercials During Super Bowl Sunday

By Shai Coggins, Digital Specialist | Blog

Feb 09

Love ‘em or hate ‘em, advertising is always huge during Super Bowl Sunday. They provide a lot of conversation points. Almost as much as (if not more than) the actual sporting event. No wonder brands clamor for top advertising spots.

In this year’s event, it was reported that 50% of the brands who advertised used a Twitter hashtag to accompany their commercials.

To see how effective hashtags are during the commercials, Sysomos did a study on how many times each of the hashtags were used by people on Twitter. Here, you can see The Hashtag Gridiron infographic based on the findings of this study.


Interesting key points: Yes, people used all the hashtags that were promoted. However, Twitter users seem to prefer Tweeting about the brand themselves rather than the actual commercials. That’s why the most used hashtags were those that reflect the brand’s names like #Doritos (mentioned 33,323 times) and #CalvinKlein (mentioned 29,381 times).

Definitely worth keeping in mind for social media strategists in advertising and marketing.

Having said that, even though we don’t see Oreo being on the top list of this study, they scored one of the biggest social media marketing wins on Twitter when they came up with an excellent and timely ad during the Super Bowl power outage. And yes, they didn’t even need a hashtag.

What about you? Did you have a favorite Super Bowl commercial? Did you use any of the hashtags advertised during the event?


About the Author

Shai Coggins is the Manager and Chief Digital Media Specialist at Vervely, an Australia-based agency serving local and international clients. One of the company's main clients is Microsoft. Shai has been featured in a number of media due to her online work, including being named as one of Fast Company's "Most Influential Women in Technology" list (2009).