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Every year, the Super Bowl attracts millions of eager advertisers looking to get in front of viewers from all over the world. In recent times, the big game has gotten just as much attention for its commercials as it has for its athleticism.

We know this is true not only from TV viewership data, but also based on how people are communicating about commercials aired during the Super Bowl on social media networks such as Twitter and Instagram. That’s why, every year, Salesforce looks at what what people are saying about top advertisers, and overall during the Super Bowl. For the first time, we’ve also taken a look at what types of images viewers posted with Einstein Vision for Social Studio.

Launched last August, Einstein Vision for Social Studio allows marketers to automate the discovery and identification of images across Twitter and Instagram, and respond appropriately. By understanding the photos that consumers post, marketers are empowered to reach consumers even when they have not specifically mentioned a brand, product or service by name.

 

Social Media’s Biggest MVPs During the Super Bowl

During the entire day of Super Bowl 52, we leveraged Salesforce Marketing Cloud’s social media marketing product, Social Studio, to discover the most mentioned advertisers, trending hashtags, popular food choices and more.


Most Mentioned Advertisers

  1. Avocados From Mexico (137,073)
  2. Pepsi (#Cindycrawford, 38,246)
  3. Doritos  (26,887)
  4. Bud Light (20,667)
  5. Kraft (9,890)

 

Here are the hashtags, keywords and images that got the most attention around these five advertisers:

 

 

Top 5 hashtags:

  1. #Guacworld
  2. #Pepsigenerations
  3. #SpitFire
  4. #DillyDilly
  5. #FamilyGreatly

 

Top 5 words:

  1. Guac
  2. Truck
  3. Food
  4. Beautiful
  5. Sweepstakes

 

Top 5 images:

  1. Cindy Crawford from the Pepsi ad
  2. Justin Timberlake from the halftime show
  3. Bud Light shot from the Tag Your Bud Knight ad
  4. Doritos and Sprite with Peter Dinklage and Morgan Freeman
  5. Avocados from Mexico ad

 

Top Twitter Mentions & Images

 

Top 3 hashtags

  1. #Guacworld
  2. #Sweepstakes
  3. #Teamtabasco

 

Top 3 words

  1. GuacWorld
  2. TeamTabasco
  3. Trucks

 

Top 3 images

  1. Cindy Crawford from the Pepsi ad
  2. Justin Timberlake from the halftime show
  3. Bud Light shot from the Tag Your Bud Knight ad

 

Top Logos and Food Photos on Twitter

 

Top 5 logos

  1. Avocados From Mexico
  2. Pringles
  3. Philadelphia Eagles
  4. Pepsi
  5. Fox Sports

 

Top 5 foods

  1. Chicken Wings
  2. Pizza
  3. Ribs and Grits
  4. Beer
  5. Submarine Sandwich

 

Top Logos and Food Photos on Instagram

 

Top 5 logos

  1. Avocados From Mexico
  2. Pringles
  3. Philadelphia Eagles
  4. Pepsi
  5. Fox Sports

 

Top 5 foods

  1. Chicken Wings
  2. Pizza
  3. Ribs and Grits
  4. Beer
  5. Submarine Sandwich

 

How LIDS Connects with Super Bowl Fans in Real Time

 

Even though the Philadelphia Eagles won this year’s Super Bowl, marketers seem to be the reigning champs every year. Final score aside,  LIDS, the American retailer specializing in athletic headwear, knows that game day is a big moment for its brand. Closely tuned into its consumers wants and needs, LIDS turned to Social Studio to engage hat-lovers with discussions and content about this year's Super Bowl.

LIDS monitored its hashtag, #SBLIDS, across Twitter and Instagram to understand how people communicated about the game with respect to the brand. The hashtag was also used to offer gift cards to select users. Additionally, leading up to the Super Bowl, LIDS scheduled draft gear-related social media posts, so that it could then push them live immediately after the game based on the winner.

"The way people experience live sports is incredibly different today than even a decade ago. While people are glued to their TVs watching big national sports moments like the Super Bowl, they're also constantly engaging in social media and other forms of digital content at the same time. For LIDS, that means knowing and engaging with consumers everywhere they are, and Salesforce Marketing Cloud empowers us to do that," said Jeff Pearson, SVP, Marketing and E-Commerce, LIDS.

"With Social Studio from Salesforce Marketing Cloud, we've been able to be closely tapped into what LIDS consumers are saying, communicate with them on a personal level and provide relevant offers, products and experiences before, during and after the Super Bowl. Regardless of the game's outcome, that's the big win for us."

 

Methodology

Salesforce Marketing Cloud is the #1 marketing platform for driving consumer engagement at scale. Part of Salesforce Marketing Cloud, Social Studio enables marketers to better understand how consumers are engaging with their brands, and deliver personalized communications, offers and content to consumers across social networks.

Social Studio's real-time listening engine identifies social media conversations on networks such as Facebook, Twitter, YouTube, Pinterest, blogs and more based on the keywords and images. Once Social Studio collects conversations based on those keywords, results are analyzed in simple dashboards that look at top influencers, hashtags, sentiment, most mentioned words and more, as well as images across Twitter and Instagram with Einstein Vision for Social Studio, which uncovers images through four types of image classifiers, including brand logos, scenes, foods and objects.

On February 4, 2018 from 8 a.m. to 8 p.m. PT, Salesforce leveraged Social Studio to identify top mentions and the most popular images shared on Twitter and Instagram with regards to top advertisers, and overall, during Super Bowl Sunday.