Superbowl Ads 2013: Hashtag Trends

More viewers that ever this year, will be watching the big game on at least two screens: supplementing the experience with a tablet or mobile device.

Watching on Two Screens

According to Nielsen 1/3 of tablet owners 25-64 check sports scores on their tablet while watching on television. Hashtracking.com data also suggests that the most popular platform for conversing on twitter with the #Superbowl hashtag, has been Twitter for iPhone. So it’s not surprising that we are seeing a great number of hashtags associated with the new crop of Superbowl ads this year.

A Different Approach

Last year brands flocked to Twitter to get more mileage from their ads during the Superbowl. This year several brands began using  Twitter to shape their campaigns well before the Superbowl. Their goal: create more engaging ad content. Taking a cue from Doritos’ popular fan created, YouTube sensational  “Crash the Superbowl” ad series, Lincoln and Audi invited fans on twitter to steer the plot lines of their Superbowl ad line ups with their #steerthescript hashtag campaign.

Budweiser has also delved into the realm of engagement via crowdsourcing, leaking their ad early and inviting fans to help name their baby #Clydesdale horse.

Samsung, Best buy, Toyota and Fiat have doubled their efforts, pairing star power with hashtags in a calculated bid to go viral with their campaigns. Will Crowdsourcing outperform Celebrity? Will their celebrity spokespeople tweet for the brand on game day? Will there be any surprise hashtags that are yet to emerge?

You’ll have to tune in and follow your favorite hashtags to see. If you are interested in tracking advertiser’s Hashtags during the Superbowl? Here are the top 11 Hashtag Campaigns and brands we’ll be following.

  • #thenextbigthing (Samsung)
  • #infiniteanswers (BestBuy)
  • #braverywins (Audi)
  • #wishgranted (Toyota)
  • #gethappy (VW)
  • #pickyourteam (Hyundai)
  • #abarth  (Fiat)
  • #steerthescript (Lincoln)
  • #handleit (Speed Stick)
  • #HereWeGo (Bud Light)
  • #Clydesdales (Budweiser)

About Ciaran Blumenfeld

Ciaran Blumenfeld is a serial entrepreneur with a pedigree in marketing & advertising. She's one of the original co-founders of Hashtracking. She enjoys a strong, engaged personal social media presence with footholds in the parenting, lifestyle and travel markets. As a marketer Ciaran can be found overseeing multi-platform digital campaigns from strategy to execution. This is when her geek side shows.

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