Twitter analytics specialist SocialBro
has named Esurance the winner in its Super
Bowl Final league table, demonstrating the power of integrating
social media and traditional advertising.
Data specialists at SocialBro analysed the Twitter feeds of 30
well-known brands before, during and after the Super Bowl game.
Esurance, an insurance provider with fewer than 10,000 followers prior
to the game, secured the biggest community growth of the big brands,
increasing its follower count by over 710%. It also netted over 500,000
mentions on Twitter thanksto the lure of a $1.5 million dollar
sweepstake announced during a television commercial which aired straight
after the game.
Budweiser followed Esurance in second place, with a 22% increase in
followers (+8000 users) thanks to its adorable #PuppyLove campaign.
Other notable campaigns included Chevrolet's Truck and Buck romance
theme which helped it gain an additional 2258 followers, and David
Beckham's #uncovered spot for H&M which won 8827 new fans on Twitter.
"The battle of the brands at the Super Bowl is as hard fought as the
game itself," said Javier Burón, CEO and founder of SocialBro. "But
what's really exciting about the marketing around high profile events
like these is that, when you look back over recent years you've got an
annual benchmark that shows how social has taken a giant leap forward to
become such a vital element of the mix, with the really successful
campaigns proving that the way to get really ROI from marketing spend is
to take a truly integrated approach."
According to Twitter, this year's Super Bowl Final generated 24.9
million tweets, with hashtags mentioned in 57% of Super Bowl ads. The
advertising battle started early, with 30 official Super Bowl ads online
by Friday 21 January.
SocialBro is an advanced cloud solution for the management and analysis
of Twitter communities. It enables Twitter for businesses, helping
companies to better engage with their audience and increase their
communities' growth qualitatively.
Since its launch in May 2010, SocialBro has achieved rapid growth
attracting over 180,000 users from 70 countries including a significant
proportion of professional Twitter users, corporates and agencies, such
as CBS, NASCAR, Coca-Cola, T-Mobile and Publicis.
View the full league table: http://tinyurl.com/pnsrwv6
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