Chances are you've already been talking about Katy Perry's questionable choice of outfits, the giant mechanical lion she rode in on, and how people embarrassingly thought Missy Elliot was a new artist. But we wanted to focus on what you haven't heard - starting with the show's impact on Twitter chatter for its sponsor, Pepsi.
Halftime Pepped Up Pepsi Mentions
While Pepsi performed very well against other advertisers overall, we were curious to see if Katy Perry's performance had any impact on the number of conversations created about the brand. We calculated:
The average number of tweets mentioning @Pepsi and/or #Pepsi from 6AM EST on Feb 1 to 6AM EST on Feb 2
The average number of tweets mentioning @Pepsi and/or #Pepsi during halftime and the 5 minutes after the show ended
When we compare these two numbers, we see some astounding increases:
Overall, the brand was able to increase conversations from an average of 46.5 mentions per minute to 530.3 mentions per minute. Not too shabby for a sponsorship that undoubtedly came with a hefty price tag.
Most Engaging Tweets
For both Pepsi and headliner Katy Perry, their most retweeted and favorited tweets were before the big game started. Pepsi's most active tweets, sent more than 2 hours before kickoff, were all photo posts teasing followers with pre-show preparations. Interestingly enough, the brand chose not to leverage Katy Perry's audience of over 64M followers by mentioning her account in their tweets:
In contrast to Pepsi, who posted throughout the day and post-game, Katy Perry only tweeted 3 times. Her post featuring a young, pre-diva Perry was one of the most engaging posts of the day period, boasting over 130K retweets/favorites.
Of the Songs Performed, "Firework" Sparks Excitement
While Lenny Kravitz and Missy Elliott produced over 291.4K mentions of their accounts and hashtags combined, Katy Perry had the lionshare of activity, taking up 80.9% of the engagement generated by all 3 artists. The songstress performed 6 of her biggest hits, including "Roar", "Dark Horse", "I Kissed A Girl", "Teenage Dream", "California Gurls", and "Firework." Of these, the twitterverse used #Roar and #Firework the most, generating 17.6K and 23.6K mentions respectively on game day.
For both songs, chatter peaks 2 minutes after each song begins. And while mentions trail off post-show, both have subsequent peaks up to 11 minutes after.
For a deeper analysis of Super Bowl XLIX, check out our breakdown of advertiser engagement.