Twitter et les médias sociaux en effervescence à l’occasion du Super Bowl

Super Bowl Twitter

Encore une fois, la tendance se vérifie d’année en année, avec l’avénement des réseaux sociaux, et Twitter en particulier, le match ne se joue plus seulement sur le terrain ou devant la télé, les équipes s’affrontent également sur les réseaux sociaux.
Les événements sportifs  majeurs sont très suivi sur Twitter et cette 48ème édition du Super Bowl n’a pas été une exception. Durant l’ensemble de la retransmission TV du match entre les Broncos et les Seahawks qui a explosé le record d’audience avec 111.5 millions de téléspectateurs selon les premières estimations de Nielsen, ce sont 24,9 millions de tweets qui ont été échangés sous le hashtag #SB48, soit légèrement plus que l’an passé avec 24,1 million de tweets postés. Le Nielsen SocialGuide évalue même ce chiffre à 25.3 millions de tweets envoyés durant le match.
Le pic de la soirée a été atteint en début de seconde période avec 381,605 tweets par minute lors du touchdown de 87 yards du joueurs des Seahawks, Percy Harvin.



Concernant les joueurs les plus mentionnés, le quaterback star des Broncos, Peyton Manning a subi un véritable lynchage, ce dernier bien qu’exemplaire durant toute la saison a rendu une copie décevante en finale. De là à susciter autant de haine ?  A l’opposé, le jouer des Broncos, Shaun Phillips, touché par cette défaite a ému Twitter avec une photo du message de soutien que son fils lui a envoyé après le match.


Voici les mêmes stats compilées par le Nielsen SocialGuide :


Même si le match était quasiment sans suspense dès la mi-temps, les conversations n’ont pas baissé en intensité. Le concert très énergique de Bruno Mars et des Red Hot Chili Peppers durant la mi-temps est lui aussi responsable d’un bon nombre de tweets. Même les célébrités étaient rassemblées autour de cette finale, à l’instar d’ Heidi Klum, Judd Apatow, Eva Longoria, Hillary Clinton, Macklemore et Lebron James.




Forcément, les comptes twitter de la NFL et des deux équipes finalistes ont été actifs durant le match mais il n’y a pas eu de chambrage ou de conversations entre belligérants.

Certaines marques se sont montrées  très réactives et la palme revient au live tweet satyrique de @DiGiornoPizza dont celui-ci :

Quelques petits règlements de comptes entre marques ont eu lieu notamment Tide qui a interpellé Pepsi à l’aide d’une vidéo Vine à l’humour simple et efficace.

Les marques de pizzas étaient à l’honneur avec le très bon jeu de mot de Pizza Hut, immédiatement surenchéri par KFC qui a parfaitement su rebondir. La marque de confiseries M&Ms a elle proposé sur Vine sa propre version du touchdown de Percy Harvin.

Sur Facebook, la plateforme a annoncé 185 millions d’interactions de la part de 50 millions de personnes aux Etats-Unis seulement, démontrant la bonne forme de la plateforme pour ce type d’événement.


Que ce soit pour faire sa publicité, informer, émouvoir, conspuer, taquiner, c’est majoritairement sur Twitter que les sportifs, stars et marques ont décidés de sévir et par la même occasion atteindre de nouveaux sommets.


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