January 2014

Currently Trending

GRAMMY AWARDS!!

STATE OF THE UNION!!

SUPER BOWL

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GRAMMY !AWARDS

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The Conversation Stats

"The biggest social television event of the 2013-2014 TV season to date.”

!On Facebook, 6.3 million people had more than

3.5 million interactions related to the Grammys. !

Twitter users sent 15.2 million tweets during the East Coast broadcast.

!2013 had a total of 15.4 million social interactions total.

2012 had 17 million social interactions (Whitney Houston’s death).

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Facebook: Most Talked About

1. Queen Latifah presiding over weddings while Macklemore, Ryan Lewis, Mary Lambert and Madonna perform a mashup of "Same Love" and "Open Your Heart.”

2. Kendrick Lamar and Imagine Dragons performing "Radioactive" and "M.A.A.D City.”

3. Metallica and Lang Lang performing “One." 4. Macklemore and Ryan Lewis winning Best New Artist. 5. Beyonce and Jay Z opening the show.

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Twitter: Most Talked About

Lorde, Beyonce and Taylor Swift were the most-mentioned artists. !The mashup performance by Kendrick Lamar and Imagine Dragons was the night's biggest moment for tweets, clocking in at 171,593 tweets per minute at its peak. !Lorde's win for Best Pop Solo Performance and her performance of "Royals" rounded out the top three peak moments with 152,688 and 146,083 tweets per minute.

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Brand Activity

The Command Centers !were ready.

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

@stoneward#winning

Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity

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Brand Activity: Pepsi

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• TV ad poking fun at Super Bowl halftime shows, while simultaneously promoting the halftime show set to air during the Super Bowl.

• Partnered with BuzzFeed to build a web experience that repackaged ad content in a top 10 list and featured a feed of Pepsi’s tweets.

• Live tweeted throughout the event and highlighted their social content with promoted tweets—mixing paid, owned and earned media to create a multichannel marketing campaign.

• Creatively used visual content by seeding Vine video clues to take users to a filming of the Pepsi Halftime Supervine and posting pre-roll videos with Mike Ditka and Deion Sanders to build anticipation.

• Maintained momentum throughout the night by tweeting at celebs during the show in attempt to work their way into the conversation and reach celebs’ loyal followers.

Brand Activity: Pepsi

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Brand Activity: Pepsi

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STATE!OF THE !UNION

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The Conversation

On Twitter, users sent 1.7 million tweets related to the President Barack Obama's State of the Union address

during the 70-minute span on Tuesday night. !

Even members of Congress were not above fiddling with smartphones during the speech; they contributed

750 tweets to the chorus — 0.04% of the 1.7 million. !

"Fairness," "healthcare" and "defense" were among the most hashtagged terms related to the State of the Union.

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The Conversation

Both President First Lady recorded Instagram videos and Vines to advertise the address.

!Twitter wondered what VP was doing, prompted by a series of Buzzfeed tweets.

!The peak tweeting moment came when Mr. Obama referenced

“Mad Men” as he pushed for equal pay for women. 33,000 TPM. !

The most interactive State of the Union ever. !

Viewers were encouraged to post questions on social media for a panel of senior administration officials that followed the address.

On Friday, Mr. Obama will embark on a

“virtual roadtrip” to answer questions on a Google+ Hangout.@stoneward

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SUPER!BOWL

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The Digital Buys

Volkswagen has purchased the term "Super Bowl" on Google. The ad directs users to VW's Super Bowl ad teaser, which was up to about 1.5 million YouTube

views on Monday morning. !

Doritos, VW and Bud Light each bought ads against the Google search for "Doritos Super Bowl ad."

!Google claims that the searches for "Super Bowl commercials" are double

what they were at this time last year. !

Ads for Bud Light, Jaguar and Axe also promote their hashtags (#UpForWhatever, #GoodToBeBad and #KissForPeace, respectively) within

their paid search ads.

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The Digital Buys

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The Digital Buys

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The Digital Buys

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The Conversation

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The first Twitter-worthy moment of the Super Bowl season came early this year, when Seattle Seahawks cornerback Richard

Sherman lit up social media with a GIF-able outburst. !

61% of those surveyed said they will share the ads on social media.

!41.2% of those polled said they would be on social media during

most, if not all, of the game, with 55.8% planning to share content primarily on Facebook.

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The Search

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All the marketing money in the world doesn't seem to stop Google autocomplete from unearthing ugly truths —

or at least unattractive misconceptions — about the brands advertising in the Super Bowl.

!As dozens of brands gear up to premiere their

$4 million-plus ads on Sunday, here's a glimpse at what consumers really think of them.

The Search

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The Search

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Emily Reeves @reeves501

ereeves@stoneward.com