Live-Tweeting's Got Game

Posted By Stephen Chase on February 02, 2015

Last night, Karma, along with millions of others, turned to social media to join the conversation about #SuperBowlXLIX

The agency entered the conversation 38 different times. Of our 21 unique tweets (not content we retweeted or responded to), 15 had some level of engagement.

When looking at what tweets gained the most engagement, there were some surprises. Who would have thought that #dadvertising would become a “thing,” but we’re glad it did and that we mentioned it.

With all of the talk in the beginning that the first quarter was quite fast, we wanted to know more about the timing of football. A quick Google search of “Super Bowl playtime ratio OR timing” resulted in a 2010 article from Wall Street Journal reporter David Biderman. We tweeted about the article and its author and asked if #SuperBowlXLIX was any different. Despite the article being 5 years old, it sparked a conversation between Mr. Biderman and some of his WSJ colleagues. Perhaps someone will look into timing at the game last night as we suggested.

Our tweet with the most impressions was when we provided our recap of the first half. “First half of #SB49 down! We’ve laughed, cried, smiled, cried again, been puzzled and surprised. #Halftime is next, now we’re excited!”

There were also many opportunities to respond, by thanking @Dodge for the much needed laugh, or letting @NBCPhiladelphia know that we enjoyed their new promo. But it wasn’t just about the ads, there was a football game being played. At times we simply tweeted “WOW. Just WOW. #SB49 #Touchdown” or “This will be a long :18 seconds. #SB49

We were sure to mention the halftime show with tweets about using the football field as a green screen—taking us to the beach in California then pumping up the energy with Missy Elliott. Surprisingly, some folks in Waltham, Massachusetts noticed it too.

Live tweeting an event is also risky, because you may not catch when you are accidentally offensive. For example, AdWeek, a publication who should have known better, tweeted about the NFL’s self-promotional ad: “NFL - Really fun ad that kept you guessing. (Meanwhile, the domestic violence PSA is long forgotten.) #SuperBowl” That PSA is not long forgotten, it was a huge step and domestic violence is not something that should ever be treated lightly.

Clearly, being #inthemoment is now part of being #inthegame. In the end, it was “A great Super Bowl. Not sure about you, but we’re hoping to see the @Eagles at #SB50!”