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The Hashtag Bowl



At times, it seemed that every single Super Bowl-related tweet had a hashtag in it.

While that wasn’t technically true, Super Bowl 47 was pretty much the #Hashtag #Bowl. In fact, URLs and hashtags ruled the day, while Facebook was a mere blip.

Thanks to our oneQube, I was able to take a step back and analyze the activity around some of the advertising hashtags and see what people were *really* talking about. You can click through on each hashtag for the full reports. All videos are via Dailymotion, with whom we have the privilege of working.

There were a few different types of hashtags, and we’re sharing the results of selected hashtags of each kind: Advertisements, Official, Organic and Chats. At the bottom of each segment is a list of the other hashtags of that type that we tracked. In most cases, data is from the day before, day of and day after the Super Bowl.

First up, the big one that everyone cares about:


#BraveryWins – Audi’s paean to the unpopular kid (or nerd, or however you chose to view the “Prom” advertisement):

Audi 2013 Big Game Commercial – Prom (Buddies) by DailymotionUSA

Screen Shot 2013-02-05 at 10.14.39 AM

Not too shabby for the carmaker, with 2,274 people tweeting with the hashtag. Not surprisingly, @Audi was the most popular and prolific handle in the hashtag, but @FashionWeekNYC was the next most popular and @jmdc88 (who’s connected to Audi through social) tweeted the hashtag second-most, 21 times.

#CokeChase – oneQube backs up Coke’s assertion that #CokeShowgirls won the online contest.

Coca Cola Super Bowl Teaser – The Chase by FanReviews


The showgirls got more than 7,000 participants overall (but just 1,210 over the day before, of and after the game), while the #CokeCowboys got 6,753 (1,102 over those days) and the #CokeBadlanders got 6,651 (1,046 three-day total). I voted for the Badlanders because I’ve always been a fan of Mad Max.

#LiveMas from Taco Bell did quite well, not surprising for one of the few ads that got nearly universal love from reviewers and viewers alike.

Taco Bell Super Bowl 2013 Commercial – Viva Young by FanReviews

“Best” was one of the biggest words in the trend cloud for the commercial, as 4,940 people buzzed about the commercial in 5,166 hashtagged tweets.

Screen Shot 2013-02-05 at 10.47.49 AM

While @PartySeniors took the prize for most tweets (22), someone named @michaeliWDw came in second, with 9. Here’s the thing: Michael, who claims to live in Ireland, doesn’t seem to have a good grasp on English and has no followers (nor is he following anyone). We’d ordinarily be tempted to label it a spam account, but he’s not tweeting out links to anything. Not quite sure what to make of that one. And @Judgmental_Gay only tweeted once, but had the most popular tweet, according to oneQube:

Other advertising hashtags:
#HereWeGo (Bud Light)
#IntoDarkness (Star Trek movie trailer)
#MakeItEpic (Visa)
#MakeItGreat (Pizza Hut)
#MustHaveWheatThins (Wheat Thins)
#SteerTheScript (Lincoln)
#Visa (Visa)
#WishGranted (Toyota)
#YourBigIdea (GoDaddy)

OK, so how about those hashtags the Other corporate folks came up with?


You will be forgiven if you thought #SuperBowl was the official hashtag of the Super Bowl. It wasn’t. (You’ll have to move to the “Organic” section for data on that.)

#CBSSuperBowl, over the time period we tracked, had a mere 5,885 participants, with 8,501 tweets. But the reach was astronomical, because those tweets included @CBSSports (114k followers) @jimrome (1.041m followers) and @KaleyCuoco (1.179m followers). So…

Screen Shot 2013-02-05 at 12.55.37 PM

The most retweeted tweet?

The official #SB47 hashtag was much more highly trafficked.

Screen Shot 2013-02-05 at 1.31.21 PM

The hashtag was perfect. It was only four characters (five, if you include the #) and it made sense. Even someone who didn’t know what the official hashtags were could easily have guessed this one. That’s smart hashtagging.

You can see the huge volume of tweets, and the interesting thing here is that most of the people tweeting the most were not big names or accounts. They had relatively few followers – they’re real people (OK, and some spammers, but not effective spammers).

Screen Shot 2013-02-05 at 1.51.05 PM

The other official hashtags were from the NFL and had been running throughout the season, so the Super Bowl-specific time period probably isn’t as germane. So I lengthened the time period by a day at the start, going from Feb. 1 to Feb. 4. Even so, there were 1,382 participants in the #NFLExperience hashtag. You can see the great number of secondary (and tertiary) hashtags folks were tweeting on (and, yes, you can see that #SuperBowl and #SB47 were both in there): Screen Shot 2013-02-05 at 1.07.16 PM Other official hashtags:

So what about the hashtag *everyone* was using?


The most natural hashtag was, of course, #SuperBowl. People were using it weeks ahead of time (you can see the best tweets on our SeeS.aw) and it ranked at the top of most hashtag lists. Nearly 26,000 people were tweeting on it and it got some drive-by hashing from some huge Twitter accounts. Screen Shot 2013-02-05 at 3.00.05 PM

I will admit that I initially was confused with the word “kilt” popping up as one of the top words in the Trend Cloud, until I realized that it was mostly being used as slang for “killed” and not for the skirts that people like Danny Brown and Andrew Burnett (allegedly) wear. And apparently a whole bunch of people in the U.K. (London timezone) were tweeting about the Super Bowl. Which could account for the remainder of those kilt tweets, I suppose. We all know that lots of people watch the Super Bowl for the ads as much as for the game. Taking a look at the most retweeted tweets, most popular accounts and most common secondary hashtags that folks participating in #SuperBowlAds were glued to their TV sets for one reason and one reason only.

Screen Shot 2013-02-05 at 3.28.03 PM

Other Organic hashtags:


Which brings us to…


There were several chats, including one I participated in, #AdHuddle. MediaPost’s chat had nearly 500 participants and was pretty active throughout the game. The chatter was all ads, all the time and they were dissected in some cases as they were still airing.

Screen Shot 2013-02-05 at 4.09.46 PM


The group especially liked the Dodge RAM “Farmer” ad and the Tide stain ad, but #LiveMas also was quite popular.

 The #BrandBowl hashtag was likely the largest chat around the Super Bowl, with more than 10,000 participants. Thanks to oneQube beta user Kevin Mullett for tracking the hashtag, which he participated in.


Screen Shot 2013-02-05 at 5.55.14 PM


There was a bit more focus there on the brands that scrambled around the Super Bowl, with the Sharpie tweet one of the most-retweeted (even though it was tweeted before the power outage, it picked up steam during the extended outage) and Oreo as one of the biggest words in the #BrandBowl Trend Cloud.


Ad photos by Tom Molen.

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