With a ridiculously star-studded halftime show, Victoria’s Secret Angels and grandma-propelled babies, Super Bowl XLVI was a social media frenzy. Not only did the broadcast break viewership records with 111.3 million people tuning in, but it also garnered 12.2 million social media comments from 5.4 million viewers — the most for any individual televised event.
Social TV analytics company Bluefin Labs tracked the social media world during the game; the commentary grew 600 percent compared to 2011’s 1.8 million comments. Twitter also reached a peak according to their blog, with 12,233 tweets per second, compared to only 4,064 last year.
H&M’s Beckham Bodywear ad received the most social commentary this past Sunday with 109,000 social media comments. When it aired in the second quarter, the commercial was met with cocked eyebrows from those with a Y chromosome and excited texts from those without. Again, I wonder if this particular ad was suitable for the game’s target demographic, but I suppose it did receive the attention the company was most likely aiming for.
Luckily for Teleflora.com, Adriana Lima quickly saved the day. Though it was not one of the stronger ads, there was not a single heterosexual male speaking during that entire 30 seconds. Their message was pretty great; I know a few guys had completely forgotten Valentine’s Day in its entirety, and a few women will be pretty grateful to the flower company come February 14.
Taking second place in the social media comment race, Chrysler brought in the big gun: Clint Eastwood. “Halftime in America” evoked feelings of inspiration; again focusing on Detroit’s rise following financial and political turmoil, the car company brought out the patriot in us all. An optimistic, yet grounded take on the coming year, the commercial successfully stands out from the sexy and the humorous.
Chevy bought multiple spots this year, advertising the Sonic, Camaro and Silverado. While the Sonic’s ad issued a few laughs and a “Wait, is that Rob Dyrdek?” moment, Camaro’s and Silverado’s commercials had people talking. As the grad jumps happily with his group of friends and his girlfriend excitedly tells Mom she’s getting married to a boy with a yellow Camaro, you can’t help but wonder, “What kind of parent gets their kid a mini fridge for graduation?” The sick joke comes from American filmmaker Zach Borst, the winner of Chevy’s contest. While the Camaro ad speaks to everyone who’s ever wanted the classic dream car, the Silverado’s commercial did just what I was waiting for: the end-of-the-world reference. The zinger came when Dave didn’t make it … “He drove a Ford.” Who knows, maybe everyone with a Chevy will survive with the cockroaches and Twinkies.
While Honda’s reprise of “Ferris Bueller’s Day Off” may have won “best ad” in Hulu’s Adzone 2012, Kia’s Optima commercial should still be considered a strong contender. An Optima, Adriana Lima (round two), Mötley Crüe and stealing your wife from a tall, dark, handsome man riding a white horse? That’s every man’s dream. Now available in real life — well, at least the car.