The time has come for brands to put on their game face as America’s biggest sporting event is just around the corner.
There’s no other event like the Super Bowl to attract an enormous, US audience. Not only are millions of viewers going to be glued to their television screens, but they’ll also be actively engaged in the social media chatter.
According to the Neilson report, Super Bowl drew nearly 100 million TV viewers and 44 million social media interactions across Facebook, Instagram, and Twitter in 2020. The game was the most social TV program and the most social TV telecast in the past year.
If you ask me, brands shouldn’t miss out on the opportunity to inject themselves into conversations surrounding the Super Bowl when the stakes are this high!
To understand how brands could leverage the Super Bowl, we used Unmetric Discover, now a part of Falcon.io. Searching through hundreds of thousands of Super Bowl-related branded contents from last year, we came across 17 SoMe brand posts with top of the game engagement scores.
Take a look at them and get inspired to create your own Super Bowl campaign this year.
1. Microsoft
No points for guessing why this video topped our list. This video of Katie Sowers making history as the first woman to ever coach in the Super Bowl gave us the chills!
2. Auntie Anne’s Pretzel
Did you know that Super Bowl is the second-largest food consumption day after Thanksgiving Day in the US? No wonder Auntie Anne’s Pretzel came up with the idea of a snack stadium for match day!
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3. Swarovski
We all remember how the internet went crazy after J.Lo and Shakira set the stage on fire with their performance at the Super Bowl last year. So, when Swarovski had a little something to do with that illuminating performance, they couldn’t keep mum about it.
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4. Versace
Versace’s video of the making of J.Lo’s Super Bowl outfit got over 2 million views.
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5. Vera wang
When Lady Gaga wears your brand outfit to the Super Bowl, you simply must share that news on the gram, amirite?
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6. MAC Cosmetics
Show your audience how your product comes into play during the Super Bowl, like how MAC Cosmetics did.
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7. Tide
Even Tide doesn’t recommend doing laundry during the Super Bowl!
Even we wouldn’t do laundry during the #SuperBowl, @EmilyHampshire. #LaundryLater #SuperBowl pic.twitter.com/UKbXqBfLvN
— Tide (@tide) February 2, 2020
8. Michelob ULTRA
Featuring high profile celebrity influencers in Super Bowl commercials is a key ingredient for social media success. Michelob ULTRA’s Super Bowl commercial featuring John Cena and Jimmy Fallon was just what you’d expect when two forces collide.
Fitness has never looked so fun. Let @JimmyFallon, @JohnCena, and a few of our pals show you the lighter side of things in our #SuperBowlLIV commercial. @TheRoots @BKoepka @UsainBolt @Kerrileewalsh @BASweat #DoItForTheCheers pic.twitter.com/fHf6Y6Do9c
— Michelob ULTRA (@MichelobULTRA) January 28, 2020
9. Half-baked Harvest
Just another food brand telling us why we need good food on match day.
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10. Guggenheim
Art + Super Bowl reference = 😍
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11. The Metropolitan Museum of Art
The Metropolitan Museum of Art’s post on “Super Bowl” is truly one of a kind. By associating a painting that had nothing to do with the sporting event, the brand managed to gain over 45K likes and 327 comments.
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12. FedEx
FedEx’s Super Bowl tradition with a twist!
13. Free People
Real smooth, Free People. Real smooth.
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14. Lay’s
You can’t go wrong with a Super Bowl engagement bait now, can you?
The first official punt of #SuperBowlLIV! Reply to this tweet with #CheesyWithAKick + #Entry and we may send you a bag of new Lay’s Cheddar Jalapeño!
— LAY’S (@LAYS) February 2, 2020
15. Cincinnati Zoo & Botanical Garden
What could a Zoo possibly have anything to say about the Super Bowl…said no one ever!
16. Google
This video warms my heart! :’)
17. Innocent Drinks
Innocent Drinks served up some true facts about the Super Bowl that we can all agree with, I think?
A British guide to the #Superbowl:
1. It’s on very late
2. It takes ages
3. It’s sort of like rugby, but longer
4. It takes ages
5. There are lots of adverts
6. It takes ages
7. There’s some music halfway through
8. Did we mention it takes ages?
9. See #2
10. It takes ages— innocent drinks (@innocent) February 2, 2020
Final thoughts
With the Super Bowl just around the corner, time is short to come up with new content ideas to engage your audience. We hope these 17 social media posts inspired you to create your own Super Bowl campaign on social.
All data has been compiled and analyzed from Unmetric Discover, now a part of Falcon.io, a social media search engine like no other with an extensive catalog of branded content. Sign up for a free trial and access more than 1 billion pieces of branded content published by over 100,000 major brands over the last five years.
