It feels like January is pretty much reserved for Super Bowl hoopla. So much is made to create buzz around what a majority of Americans see as the winter season's silver lining, a sacred, cult-like event that garners nearly more worshipers than the Man upstairs.
The thing is, over the years, the Super Bowl has kind of developed into something extending far beyond the sphere of sports, with people who can't even tell you who's playing getting excited about it (*clears throat* me).
Indeed, there are three different categories that attract non-football lovers to the early February annual event:
Because we're super data-happy and we were dying of curiosity about the Instagram activity surrounding all of the aforementioned, we decided to dig into each of the subjects.
So while you're still figuring out what happened to the roman numerals, here is the third and final leg of our three-part Beyond Football exploratory. We're capping off our series with a deep dive into none other than celebrity contributions to the most important day of the entire
year football season.
Get in formation, cause this is pretty epic. (Get it??)
So it's pretty crystal clear that while the Super Bowl's impetus is the game of American football, the event itself probably bumps the sport down to 2nd or 3rd place in terms of priority, amirite?!
In fact, it should be noted that it isn't the actual NFL that had the most influence on Instagram on the NFL's biggest night. Beyond the performers, it was the apparel industry - say what?! - that dominated the Super Bowl-related hashtags. Some of the most influential photos from the #SB50 tag are not what you might think:
While Victoria's Secret released an ad pre-game day, it barely made a blimp in the commercial radar. However, the brand was as present as ever thanks to their social media-savvy Angels. Football rivalry, anyone?
There were all kinds of celebrity-centric activities, from the ones who were attending the game as fans, to the larger-than-life halftime extravaganza. In fact, calling the event Celebrity Bowl might be a more accurate depiction of what it is. The stars brought more buzz, made more noise, and got more people excited than almost anything else both inside and outside of Levi's Stadium (also, can we take a moment to enjoy the irony of that one?).
Between Gaga and Bey (Coldplay who? JK), let's dig into what sort of fanfare the rich and famous subjected the 'gram to and observe how powerful their impact was across the channel, beginning with the Insta-savvy attendees.
Miz Amborsio, 129K+ likes, hello!
Alicia Keys was feeling it, too.
Gwyneth Paltrow made us believe that somehow there was a conscious coupling of some kind.
Taraji P. Henson gave us a bird's eye view.
Nina Dobrev brought the hype and a very large entourage.
Madonna gave the halftime show a good ol' fashioned shoutout.
Even the halftime headliner (we know) Coldplay hyped it up the day before.
But What About the Performers?
And thanks to the musical acts, things got even more Insta-explosive? Lady Gaga slayed the anthem and was talked about for her singing just as much as she was for her ensemble (see meme above).
Fun fact: Gaga is the first artist ever to perform at the Grammys, the Oscars and the Super Bowl, all in one year. Not too shabs.
The one, the only, the legend. She basically took over the operations, grabbed everyone in the palm of her hand, blew a kiss, and then proceeded with world domination. Even when she almost fumbled, she didn't really.
As soon as the halftime show began, the Instagram tributes from fans began flooding folks' feeds the world over. Celebs basically picked up football's slack and took it home like the real champions they are. CBS thanks them.
If you're looking to get these types of insights for your brand, drop us a line, we would love nothing more than to talk!