What. A. Game.
Forget that the New England Patriots made one of the biggest comebacks in Super Bowl history. Forget that this was the first-ever Super Bowl to go into overtime. And never mind that Lady Gaga gave one of the best halftime performances in history. We’re marketers, after all, so let’s talk about what we really care about: the ads.
Rest assured, this year’s ads were also a big hit, according to Adobe Digital Insights (ADI), which analyzed 7.8 million mentions from February 2016 and December 2016 through February 2017 on social platforms including Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. All social mentions are publicly available and based off an aggregate total.
2. 84 Lumber
Greatest Increase In Social Mentions On Game Day
Note: Analysis is limited to brands with at least 5K mentions during game day
- 84 Lumber
- Mr. Clean
- Avocados from Mexico
Top 5 Brands With Highest Social Sentiment On Game Day
Note: Analysis is limited to brands with at least 5K mentions during game day. Social sentiment scale is from -5 to 5.
- Honda (Sentiment: 4.74)
- Intel (drones) (Sentiment: 4.71)
- Avocados from Mexico (Sentiment: 4.66)
- Drink Bai (Sentiment: 4.52)
- Buick (Sentiment: 3.93)
During the halftime show, 300 recorded drones took to the sky behind Lady Gaga. They started out as stars and changed colors to form the American flag. Intel, which powered the drones, resonated positively in social media. Intel’s sentiment score improved from 3.4 to 4.7 on game day.
ADI also tracked topics associated to Intel during game day and #ExperienceMore (the hashtag for the drone half-time show); “drones” were the most mentioned topics.
Data-driven marketing is going to be a big topic of discussion at Adobe Summit 2017, March 19-23. Click here to view the agenda and register. (Bonus: Enter code CMDC17 for an additional $200 discount.)
About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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