Following one of the closest Super Bowls in some years, with the New England Patriots running out the clock to beat the Seattle Seahawks 28-24, it was soon found that social media was the night’s other big winner.
On Twitter, over 28 million tweets appeared in people’s news feeds throughout the course of the game, many featuring hashtags like #SuperBowl and #SB49.
On Facebook, meanwhile, around 65 million users were talking about the 49th Super Bowl as it was playing out. Perhaps most interesting to digital marketing executives was the fact that more women were chatting about the game on Facebook than men.
This was helped by the success of several TV advertising campaigns.
Millions of dollars were spent in advertising, particularly at half time, which also featured a well-received, although shark-infested performance from Katy Perry. However, with the ads receiving just as much attention on the web as the action on the field itself, it was another win for marketers.
In particular, the hashtag #LikeAGirl, attached to a feminine hygiene ad for Always, trended throughout the game. So successful was it that it was still trending well into Monday morning in the US.
The premise was a sideways swipe at the ‘like a girl’ comment, meaning weak, especially when it comes to sports. Instead, the ad, which has been deemed inspirational by a number of commentators, aimed to take the phrase back for women.
At the time of writing, well over 55 million people had watched a longer version of the advert on YouTube.