Matt McGee, editor-in-chief of the blog Marketing Land, counted 26 Twitter mentions in the 52 national spots that aired during the game. Facebook, meanwhile, got only four shout-outs, while Google Plus walked away with zero (though Google Inc.’s YouTube scored one mention from Hyundai).
“When it comes to second-screen advertising, it’s Twitter’s world now and there’s no close second place,” McGee wrote in a blog post late Sunday night. “Last year, brands split their focus on Twitter and Facebook with eight mentions each. This year, brands recognize that Twitter is where they need to try to attract the online conversation around one of the world’s biggest events.”
David Berkowitz, vice president of emerging media at 360i, which worked on the Oreo campaign, said Twitter has done a good job tying itself into major television events.
“If you look at (Twitter’s) trending topics any day especially during prime time or major events, they’re heavily fueled by television,” he said. “So TV is responsible for Twitter’s growth in general.”
He said Twitter has done a better job than other social media sites like Tumblr and Pinterest in proving it’s the place to be when it comes to talking about big events online.
“A large part of it right now is just showing this is where the conversation is happening and building their brand around that,” he said. “Even with other very successful social media sites, no one is better at conversation than Twitter.”