For those of you that were paying attention, we think you'll agree that it was obvious that this year's real time marketing during the Super Bowl differed greatly from last years. Mainly because this year's was terrible. Not only for the infamous example of JCPenny coming off as drunk to Super Bowl fans before they could get to the bad punchline of their Twitter joke; but, also because brands were off beat. In fact, the companies participating were more interested in talking to and playing off of one another's tweets, like some weird corporate clique, than truly engaging with the fans that were online.
Local ad agency Solve's digital strategist Neil James took note of these unusual trends and penned an article that was picked up by the San Francisco Business Times and we thought that we'd also share here. Check it out.
By Neil James, Digital Strategist at Solve
While our universe is defined by the majesty of heavenly bodies such as the sun, 95 percent of it is made up of dark matter. Similarly, the oft-heralded Twitter successes enjoyed by Oreo and Arby’s obscure the fact that the majority of brand efforts in the real-time space are swallowed into the ether.
Just over one-third of the 100 brands comprising Interbrand’s Best Global Brands published at least one Super Bowl-related tweet during this year’s contest, with 11 accounts publishing at least 10 tweets over the course of the game.
Despite the fact that many of these organizations have millions of Twitter followers, more than 30 percent of branded Super Bowl tweets were retweeted (or shared) less than ten times. Three-quarters were retweeted less than 100 times.
Check out the rest of the editorial piece after the jump.