For some, the Super Bowl is all about the game. For others the score of the game and the Super Bowl champion are irrelevant. Some watch for the famous Super Bowl commercials and others just watch because they’re at a Super Bowl party and need a break from the chips and dip.
My favorite part of the Super Bowl in recent years has been watching social media, specifically Twitter, for the social media wins and losses. Digital engagement has become a key player in real-time social media action, especially during live events like the Super Bowl.
Here are my champions of Super Bowl social media:
First place: Oreo – Super Bowl XLVII
If you asked me who the Super Bowl champion was for 2013, there’s a slim chance I could tell you. But what I do remember is the electricity blackout during the Baltimore Ravens and San Francisco 49ers matchup. The ultimate digital engagement winner goes to @Oreo for their perfectly timed tweet: “Power out? No problem. You can still dunk in the dark.” What I love about this tweet is that there is no way it was premeditated. It wasn’t planned (unless they somehow predicted the power outage). It was just a really witty and smart digital communications professional, responding to a real-time event. @Oreo is definitely the winner for Super Bowl digital engagement .
Runner-up: Cheerios – Super Bowl XLIX
The runner-up for best Super Bowl digital engagement is @Cheerios . After Malcolm Butler, cornerback for the New England @Patriots, intercepted a pass by Seattle Seahawks quarterback Russel Wilson to win the Super Bowl for the Patriots, Cheerios had the perfect real-time response. I’m sure they had been saving this one for a while, but it still was a great tweet at the perfect time.
Last place: Seattle Seahawks- Super Bowl XLIX Playoffs
The Super Bowl digital engagement fail comes from the Seattle Seahawks after their 2015 playoff win over the Green Bay Packers to advance to Super Bowl XLIX. After the win, the Seahawks’ twitter account posted a photo of Russel Wilson crying, with a quote from MLK Jr. and the caption, “We shall overcome. #MLKDay.” Comparing winning a football game to the struggles of the Civil Rights Movement is a big no-no. The Seahawks later apologized and deleted the tweet, but it still goes down as a major fail in my book.
The key thing to remember as a #digitalengagement pro is to pause and think about what you're posting , before you post it. Have someone else check your content to make sure it is appropriate and accurate. Engaging in real-time is important in today’s world, but representing your brand correctly is more important.What do you think is the most important piece of real-time digital engagement?