When Super Bowl XLVII was played earlier this year, most of us were focusing on the closely fought contest, while others were simply waiting on the next comedy-filled Bud Light© or Doritos© commercial to debut. But, something else was happening behind-the-scenes that illustrated an interesting social media marketing trend.
According to Marketing Land, during the Super Bowl this year Twitter was leveraged in more than 50% of all nationally aired television commercials compared to Facebook, which was mentioned in only 8%. Companies ranging from Audi to Samsung created hash tags for their commercials as part of their marketing campaigns and encouraged viewers to follow. Hash tags are used for topic categorization, used primarily on Twitter in effort to create and drive a topical discussion involving keywords and allow consumers to quickly display information on their portable device.
Many brands are running marketing campaigns containing hash tags because they are good for tracking and funneling conversations that might driveconsumer reviews, measuring brand engagement, and increasing buzz for the brand (by means of re-tweeting the hash tag). For example, the Doritos Super Bowl hash tag was re-tweeted more than 33,000 times on Super Bowl Sunday alone. With so many hash tags surrounding thousands of marketing campaigns, the key is to create one that can successfully break through all the clutter and digital noise. Hash tags should be focused on capturing the key elements of a campaign, compressing them into a memorable phrase, and remaining consistent with that hash tag throughout the campaign.
Social networks born as websites are fervently trying to evolve into a viable mobile product. The unique thing about Twitter is that it was born as a mobile platform, making their service intuitive and easy to use via mobile. The 140-character limit, hash tag overlay, and easy-to-access home and user profile links make Twitter a more attractive substitute for accessing and sharing breaking and timely information than on social platforms like even Facebook.
Mobile devices and tablets will likely continue to replace traditional desktops and laptops, particularly for content consumption, revealing a bright future for Twitter as brands look to engage with consumers via mobile marketing.
“Brands Adopt Hashtag Strategies | Digiday.” Digiday | Digital Content, Digital Advertising, Digital Marketing. N.p., n.d. Web. 14 Feb. 2013. <http://www.digiday.com/brands/brands-adopt-hashtag-strategies/>.
“Game Over: Twitter Mentioned In 50% Of Super Bowl Commercials, Facebook Only 8%, Google+ Shut Out.” Marketing Land – Internet Marketing News, Strategies & Tips. N.p., n.d. Web. 10 Feb. 2013. <http://marketingland.com/game-over-twitter-mentioned-in-50-of-super-bowl-commercials-facebook-only-8-google-shut-out-32420>.
“tweets per day – AllTwitter.” mediabistro.com: jobs, classes, community and news for media professionals. N.p., n.d. Web. 12 Feb. 2013. <http://www.mediabistro.com/alltwitter/tag/tweets-per-day>.