What Football? Social Media Stole the Show at Super Bowl XLVIII

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Source: Josh Denmark / Flickr

Sorry, Peyton Manning, but the football played during Super Bowl XLVIII was kind of a bore. The tweeting that went on behind the scenes, though? Now that was worth following.

It’s no secret that many Americans look forward to the the big game on the first weekend of February not only for the football and food that accompany it but also for the commercials. The biggest advertisers in the game have been known to drop millions of dollars for just 30 seconds of airtime, and they usually employ their time wisely. This year, however, companies’ advertising stardom even outlasted their 30-second time slot, because many succeeded in continuing the conversation on Twitter (NYSE:TWTR) following their commercials via suggested hashtags.

Don’t believe us? Look up Coke’s (NYSE:KO#AmericaIsBeautiful trending hashtag on Twitter or Budweiser’s (NYSE:BUD) #BestBuds. Both companies churned out popular — albeit controversial — commercials on Sunday, and the dialogue following their face time lasted long after the clock ticked down at MetLife Stadium.

Consumers weren’t the only ones getting involved in the Twitter chatter: Representatives from the brands were also causing the hashtag #BrandBowl to trend for most of the night. According to the Wall Street Journal, nearly 60 percent of commercials included a hashtag to drive the conversation online, and of the roughly 24.9 million game-related tweets that were sent during the telecast, a significant portion of the conversation was by brands or about brands.

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