A SuperBowl Tale of Two GendersFebruary 10, 2016
First off, a huge congrats to Gary Kubiak who I was fortunate enough to play for in Houston and my good friend Owen Daniels on a great season! And a tip of the cap to my other former team, the Panthers for a valiant effort!
It’s no surprise that there was a huge social media commentary around the Super Bowl this year. It’s also no surprise that men are more into the game as devoted fans while women tend to be more interested in the theatrics and aesthetics of something as extravagant as the Super Bowl. But does this reflect in the social media universe? And if so, what does that mean for brands who understand the need to actively engage this growing population of broadcasting voices?
You can get a pretty good feel for the answer to the first question simply by looking at top Biography words of men and women who were actively talking about the Superbowl on Twitter:
It’s pretty clear that the women in this conversation, while interested enough in the game to post about it, identify more as lovers of life than dedicated sports fans, which the men identify as. Women were engaged though and the pageantry of the big game is enough to keep their attention, and there’s nothing better than a captive audience for a brand to make a splash.
One brand took advantage of this opportunity with a very simple tactic deployed at the right time with the right audience (something Zoomph preaches). Can you guess the company?
So why would male diehard fans mention @Esurance more than @NFL and @CameronNewton? And why would female lovers of life who are talking about the Superbowl mention @esurance more than both of the teams combined?!
This question is answered by the number 2 ranked most influential #SB50 post from the whole day with a whopping ZPoints ™ score of 164:
If you throw a bunch of money at an enormous but captivated audience, they will do what you ask them to do. Also, among the demographic that’s captivated but distractible (ie females) expect better success.
To give you an idea of the reach this tweet had, here are some metrics. Not too shabby for a one-day campaign:
Sometimes success with social media marketing isn’t rocket surgery or brain science. It also doesn’t have to be insanely expensive. When you consider the multiple millions of dollars 30 seconds on TV will give you during the Superbowl, this campaign was a drop in the bucket but had impressive reach and clearly a ton of participation nonetheless.