Thursday, April 24, 2014
FAIRFIELD-SUISUN, CALIFORNIA
99 CENTS

Live action: Twitter grabs Super Bowl spotlight

NEW YORK — Beyonce’s splashy show, a freak power outage, and —oh, yeah— a captivating game of football combined to generate a record 24.1 million posts on Twitter during Sunday night’s Super Bowl.

That’s up from 13.7 million last year — and that doesn’t even include chatter surrounding the ads.

Twitter said in a late Sunday blog post that about half of the more than 50 national TV spots that aired during the game included a “hashtag,” a word or phrase preceded by a number sign that’s used to organize subjects on the short messaging site. During last year’s game, only one in five ads included one. Brands ranging from Oreo to Tide and Budweiser, meanwhile, captured online buzz by linking the blackout to their brands in humorous tweets.

Super Bowl XLVII, like the London Summer Olympics and the U.S. presidential election, was yet another moment in which Twitter became the platform for millions of people to share quick reactions and participate in a massive, public conversation. Though it’s not as popular as Facebook Inc. or its buttoned-up cousin LinkedIn Corp., Twitter’s surging popularity during big events is a testament to its reach and utility. The question is whether these moments can translate into revenue for the 7-year-old company.

The company makes money by charging advertisers to promote individual tweets, accounts or trends designed to spark a conversation. Research firm eMarketer estimates that Twitter will book advertising revenue of $545.2 million this year, up 89 percent from 2012. Next year, worldwide ad revenue is expected to hit $807.5 million, a 48 percent increase from 2013.

Tweetable events such as the 34-minute Super Bowl power outage are ripe with marketing potential, provided that brands act quickly.

“It’s really clear right now that Twitter has a lock on real-time conversation on the Internet,” says eMarketer analyst Debra Aho Williamson.

To capitalize on this, Twitter has to show advertisers that it pays to promote their tweets — even though fans are likely to spread the catchiest slogans on their own, free of charge.

That’s what happened with a certain cream-filled cookie on Sunday.

It took Oreo’s marketers roughly 10 minutes after the power went out to tweet a picture of an Oreo cookie in the half-dark with the words: “You can still dunk in the dark.” As of Monday afternoon, the image had been shared on Twitter more than 15,000 times. Tide followed suit with the slogan “we can’t get your blackout. But we can get your stains out” with more limited success. The message was re-tweeted about 1,300 times. Calvin Klein, meanwhile, tweeted a video of a shirtless, chiseled male model doing crunches “since the lights are still out…”

Such “real-time marketing” is still in its infancy, but Williamson expects this to change, as more companies develop the ability to respond to events immediately.”

“To do what Oreo did actually takes a lot of pre-planning,” she says.

Laurie Guzzinati, spokeswoman for Oreo owner Mondelez, says the power outage was a natural moment to engage consumers. The cookie’s TV ad had a planned social media component asking people to follow Oreo on Twitter and post photos on Instagram. The company had set up a “social media command center” that included people from Oreo’s brand team, the ad agency 360i and other partners whose job was to follow the Super Bowl and interact with fans on Facebook, Twitter and elsewhere.

Mondelez likely spent the going rate of as much as $4 million on its Super Bowl television spot. But Guzzinati says the company didn’t pay Twitter anything for the “dunk in the dark” picture. Still, Twitter says advertisers moved quickly following the outage.

Matt McGee, editor-in-chief of the blog Marketing Land, counted 26 Twitter mentions in the 52 national spots that aired during the game. Facebook, meanwhile, got only four shout-outs, while Google Plus walked away with zero (though Google Inc.’s YouTube scored one mention from Hyundai).

“When it comes to second-screen advertising, it’s Twitter’s world now and there’s no close second place,” McGee wrote in a blog post late Sunday night. “Last year, brands split their focus on Twitter and Facebook with eight mentions each. This year, brands recognize that Twitter is where they need to try to attract the online conversation around one of the world’s biggest events.”

David Berkowitz, vice president of emerging media at 360i, which worked on the Oreo campaign, says Twitterhas done a good job tying itself into major television events.

“If you look at (Twitter’s) trending topics any day especially during prime time or major events, they’re heavily fueled by television,” he says. “So TV is responsible for Twitter’s growth in general.”

He thinks Twitter has done a better job than other social media sites like Tumblr and Pinterest in proving it’s the place to be when it comes to talking about big events online.

“A large part of it right now is just showing this is where the conversation is happening and building their brand around that,” he says. “Even with other very successful social media sites, no one is better at conversation than Twitter.”

The Associated Press

The Associated Press

LEAVE A COMMENT

Discussion | No comments

The Daily Republic does not necessarily condone the comments here, nor does it review every post. Read our full policy

.

Solano News

Travis lines up 2 days of aviation excellence

By Ian Thompson | From Page: A1 | Gallery

 
Congressman talks Travis, water

By Barry Eberling | From Page: A1 | Gallery

 
Appreciate how good we have it now

By Angela Borchert | From Page: A2

 
Review set for $2M pizza case in Fairfield

By Ryan McCarthy | From Page: A3

Cherokee Nation to offer photo IDs at Rush Ranch

By Adrienne Harris | From Page: A3

 
Dixon May Fair has deals on advance tickets

By Amy Maginnis-Honey | From Page: A3

Accused machete attacker testifies in trial

By Jess Sullivan | From Page: A3

 
Garamendi talks love, pro football and Peace Corps

By Ryan McCarthy | From Page: A3, 1 Comment | Gallery

All Things Art Festival organizers seek artists, vendors

By Amy Maginnis-Honey | From Page: A3

 
Author to sign books at Vacaville Museum

By Amy Maginnis-Honey | From Page: A3

Kroc Center women schedule inaugural Taster Tea

By Amy Maginnis-Honey | From Page: A3

 
Theme park welcomes seal pup

By Adrienne Harris | From Page: A4

Mother’s Day fair returns to Suisun waterfront

By Ian Thompson | From Page: A4

 
Docents to lead paddling tour in marsh

By Adrienne Harris | From Page: A4

Juneteenth committee extends vendors, exhibitors deadline

By Amy Maginnis-Honey | From Page: A4

 
Congressional Art Competition is back

By Susan Hiland | From Page: A4

 
Spilled tomato juice case set for trial

By Ryan McCarthy | From Page: A4

 
Report: Shots fired from car on Clay Bank Road

By Adrienne Harris | From Page: A5

Fairfield police log: April 22, 2014

By Susan Hiland | From Page: A12

 
Suisun City police log: April 22, 2014

By Susan Hiland | From Page: A12

Suisun City police log: April 21, 2014

By Susan Hiland | From Page: A12

 
Fairfield police log: April 21, 2014

By Susan Hiland | From Page: A12

Weather for Thursday, April 24, 2014

By Daily Republic staff | From Page: B12

 
.

US / World

Syrian activists accuse Assad of new gas attacks

By The Associated Press | From Page: A1

 
Airport official: Teen had no clue he was in Maui

By The Associated Press | From Page: A5

Murder charge for Vallejo man in head-on crash

By The Associated Press | From Page: A5

 
California bill reignites affirmative action fight

By The Associated Press | From Page: A5

Andy Lopez protest leads to school campus lockdown

By The Associated Press | From Page: A5

 
Navy Cross bestowed on heroic Marine

By The Associated Press | From Page: A5

Bashtag: NYPD Twitter campaign backfires

By The Associated Press | From Page: A6

 
Soldier convicted in WikiLeaks case gets new name

By The Associated Press | From Page: A6

US weighs clemency for inmates jailed for 10 years

By The Associated Press | From Page: A6

 
Gun carry rights expanded in Ga. under new law

By The Associated Press | From Page: A6

First lady announces one-stop job site for vets

By The Associated Press | From Page: A6

 
Rail safety effort marred by squabbling

By The Associated Press | From Page: A6

Small Wyoming town evacuated after gas explosion

By The Associated Press | From Page: A6

 
Camilla’s brother dies in US after head injury

By The Associated Press | From Page: A10

Lawyer: US man held in Cuba seeks to go home soon

By The Associated Press | From Page: A10

 
Captain who left doomed ferry had 40 years at sea

By The Associated Press | From Page: A10

Russian social media CEO quits, flees country

By The Associated Press | From Page: A10

 
Amid Russia warning, Ukraine is in a security bind

By The Associated Press | From Page: A10

Palestinian rivals to try again for unity deal

By The Associated Press | From Page: A10

 
State senators get ethics training after scandals

By The Associated Press | From Page: A12, 1 Comment

.

Opinion

Some Earth Day boos and cheers

By Jay Ambrose | From Page: A11

 
Question of the week: Will Flight 370 be found?

By Daily Republic | From Page: A11

Be the first and give specifics

By Letter to the Editor | From Page: A11

 
What we can do about crime

By Kelvin Wade | From Page: A11, 2 Comments

Castro at odds with mentor on deportations

By Ruben Navarrette | From Page: A11

 
.

Living

Today in History for April 24, 2014

By The Associated Press | From Page: A2

 
Community Calendar: April 24, 2014

By Susan Hiland | From Page: A2

When Joe’s mad at me, he also ignores my 7-year-old son

By Kathy Mitchell and Marcy Sugar | From Page: A9

 
Horoscopes for April 24, 2014

By Holiday Mathis | From Page: A9

.

Entertainment

TVGrid

By Daily Republic Syndicated Content | From Page: B5

 
Amazon snares classic shows in deal with HBO

By The Associated Press | From Page: A7

Jodie Foster weds artist Alexandra Hedison

By The Associated Press | From Page: A7

 
Singer Chris Brown’s DC trial delayed for months

By The Associated Press | From Page: A7

Performing dogs go big after $1 million TV prize

By The Associated Press | From Page: A7

 
.

Sports

Girls soccer update: Armijo, Vanden on way to playoffs

By Paul Farmer | From Page: B1 | Gallery

 
Mustangs swim to sweep of Indians

By Marcus Lomtong | From Page: B1 | Gallery

Warriors, Clippers to meet in Oakland for Game 3

By The Associated Press | From Page: B1

 
Sharks confident with chance to sweep LA Kings

By The Associated Press | From Page: B1

Perez helps Rangers sweep A’s with 3-0 win

By The Associated Press | From Page: B2 | Gallery

 
Party a century in the making for Wrigley Field

By The Associated Press | From Page: B2

A’s reject 10-year Coliseum lease offer

By The Associated Press | From Page: B2

 
Prep softball: Vanden rolls to 14-0 win over Fairfield

By Daily Republic staff | From Page: B2

 
Prep badminton: Unbeaten Mustangs cruise past Crushers

By Daily Republic staff | From Page: B2

Prep boys golf: Vikings suffer SCAC loss to Panthers

By Daily Republic staff | From Page: B2

 
Sanchez’s slam in 11th helps Giants beat Rox 12-10

By The Associated Press | From Page: B2 | Gallery

Prep track: Armijo girls get win in MEL 4-way meet

By Daily Republic staff | From Page: B2

 
Emmert supports more efficient, effective NCAA

By The Associated Press | From Page: B3

Phelps having fun in his return to swimming

By The Associated Press | From Page: B3 | Gallery

 
Suns’ Dragic honored as NBA’s Most Improved Player

By The Associated Press | From Page: B3

Seahawks to open NFL season vs. Packers

By The Associated Press | From Page: B3

 
Oldest living ex-MLB player dies in Cuba at 102

By The Associated Press | From Page: B12

 
.

Business

Wellness programs grow more popular with employers

By The Associated Press | From Page: B5

 
Apple increases stock buyback, will split stock

By The Associated Press | From Page: B6

Sales of new US homes plunge 14.5 percent in March

By The Associated Press | From Page: B6

 
Buffett disapproves of Coca-Cola’s pay plan

By The Associated Press | From Page: B6

Amazon snares classic shows in deal with HBO

By The Associated Press | From Page: B6

 
US stocks edge lower after a six-day rise

By The Associated Press | From Page: B6

Facebook 1Q results soar; CFO to step down

By The Associated Press | From Page: B6

 
.

Obituaries

Phyllis J. Miller

By Nancy Green | From Page: A4

 
Jean Sophia Ruckdeshel

By Nancy Green | From Page: A4

Robert James Carty Sr.

By Nancy Green | From Page: A4

 
Dondi Martin

By Nancy Green | From Page: A4

.

Comics

Rose is Rose

By Daily Republic Syndicated Content | From Page: A8

 
Garfield

By Daily Republic Syndicated Content | From Page: A8

Pickles

By Daily Republic Syndicated Content | From Page: A8

 
For Better or Worse

By Daily Republic Syndicated Content | From Page: A8

Peanuts

By Daily Republic Syndicated Content | From Page: A8

 
Wizard Of Id

By Daily Republic Syndicated Content | From Page: A8

Dilbert

By Daily Republic Syndicated Content | From Page: A8

 
Baldo

By Daily Republic Syndicated Content | From Page: A8

Blondie

By Daily Republic Syndicated Content | From Page: A8

 
Baby Blues

By Daily Republic Syndicated Content | From Page: A8

Beetle Bailey

By Daily Republic Syndicated Content | From Page: A8

 
Sally Forth

By Daily Republic Syndicated Content | From Page: A8

B.C.

By Daily Republic Syndicated Content | From Page: A8

 
Frank and Ernest

By Daily Republic Syndicated Content | From Page: A8

Get Fuzzy

By Daily Republic Syndicated Content | From Page: A8

 
Zits

By Daily Republic Syndicated Content | From Page: A8

Cryptoquote

By Daily Republic Syndicated Content | From Page: A9

 
Crossword

By Daily Republic Syndicated Content | From Page: A9

Word Sleuth

By Daily Republic Syndicated Content | From Page: A9

 
Bridge

By Daily Republic Syndicated Content | From Page: A9

Sudoku

By Daily Republic Syndicated Content | From Page: A9