Many companies now use
hashtags to bring in more customers, as well as keep people aware of new products and offers. These also proved to be quite effective in encouraging people to discuss recent commercials shown on the internet.
The approach
boosts publicity and brings the hype that businesses are looking for to improve their status in the market and ultimately increase sales.
The Super Bowl is one of the biggest events in sports that bring in thousands of people worldwide to stay glued to the TV and their computer screens to know about the latest developments.
Half of the advertisers added hashtags to further
promote their brand together with the commercials shown online and on TV. Some companies specifically used their own brand name as the hashtag while others featured specific elements of the new commercial.
Among these, Doritos scored the highest number of hashtag uses with
#Doritos, garnering 33,900 tweets at its peak. Second place went to
#CalvinKlein with 32,400 uses.
#TheKiss by GoDaddy got third place with 20,400 (It's a commercial featuring supermodel Bar Refaeli kissing a nerd).
Other commercials that also garnered a lot of hashtag uses include Volkswagen with the hashtag
#gethappy with 10,100, Bud Light with
#herewego with 7,417, Best Buy with
#infiniteanswers with 3,971 and Toyota with
#wishgranted with 3,866.
Many other companies used different hashtags rather than their own brand name to bring in people to
join the conversations at the height of the Super Bowl.
Budweiser used
#clydesdales and had 3,498 uses. Audi used
#braverywins and got 3,032. Samsung created
#thenextbigthing and got 2,225. Subway started
#15yrwinningstreak and garnered 1,920. Hyundai created
#pickyourteam and got 1,571. Speed Stick used
#handleit and got 1,570. Cars.com created
#nodrama and got 1,266.
Wonderful Pistachio made
#crackinstyle and had 1,055. GoDaddy also created
#YourBigIdea and had 801. Oz the Great and Powerful made
#disneyoz and got 565. Subway created
#FebruANY and had 402. Tide came up with
#miraclestain and got 235. Finally, Mio Fit started
#changestuff and garnered 162.
Overall, the companies who used their actual brand or company name were used more widely by online users compared to those that came up with other hashtag names.
This is a helpful suggestion to future companies that aim to use commercials alongside hashtags that it may be better to use their actual brand name to easily get recognized and to increase online participation.
Hashtags show that these can be helpful in increasing recognition and getting feedback after launching commercials and other similar campaigns.
