Super Bowl XLVIII Twitter marketing analytics, brand interactions and stunts featuring JC Penney and Esurance.

1. SUPER BOWL XLVIII
ANALYSIS

2. OVERVIEW
24.9 million tweets
Hashtags mentioned in 57% of ads

3. COMMUNITY GROWTH
Esurance – 261,000 new followers (3,000%)
Microsoft – 22,120 new followers (0.55%)
Radio Shack – 22,078 new followers (12%)

4. BRAND INTERACTION

5. BRAND INTERACTION

6. STUNTS
JC Penney – #TweetingWithMittens Stunt

7. BRAND RESPONSES

8. RESULTS
10,000 followers
40,000 mentions
1,800 uses of #TweetingWithMittens
Second most mentioned brand on social
media platforms behind Budweiser
Budweiser expense - $8 million
JC Penney expense - $0

9. STUNTS
Esurance - #EsuranceSave30 Sweepstake

10. RESULTS
261,000 new followers
5.4 million uses of #EsuranceSave30
200,000 entries within one minute
2.6 billion social impressions
332,000 YouTube views
12x spike in website visits in the first hour