Post-Super Bowl social media buzz rewards first-timers

Charting mentions of brands on channels like Facebook, Twitter, YouTube, and Flickr, social media management company Vitrue shared its findings with PRWeek on how Super Bowl spots have affected the online conversation in the week after the big game.

Charting mentions of brands on channels like Facebook, Twitter, YouTube, and Flickr, social media management company Vitrue shared its findings with PRWeek on how Super Bowl spots have affected the online conversation in the week after the big game.

Vitrue CEO Reggie Bradford said he noticed a trend of social media buzz centered on Super Bowl first-timers, pointing to companies like Google, Home Away, and Boost Mobile. Google generated a 54% increase in social media mentions following its spot, which was the search engine's first-ever foray into TV advertising. Home Away mentions rose 28% and Boost Mobile increased 13%.

Other high performers included E-Trade, Dove Men, and Pop Secret, raising its social media mentions this week by 52%, 44%, and 36% respectively.

Bradford noted that popular Super Bowl stars like Coca-Cola and Budweiser saw little to no increase in mentions, attributing the lack of interest to consumers' pre-game hype for the brands.

"Social media users were talking about the big names in excess prior to the game," he said. "After the game, it was more about who was surprising, what was new."

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