The Big Game pitting the Los Angeles Rams against the Cincinnati Bengals took place mid-February. While the Rams were victorious, beating the Bengals 23-20, both teams saw big wins in the social media world — and so did the musicians, especially Snoop Dogg, from the halftime show.
NFL teams climb the BrandGraph chart
BrandGraph, a platform that analyzes social media content, crunched the social data from the nation’s biggest sporting event. BrandGraph 500, a ranking of the most-talked about brands on social media, shows the Big Game in the No. 7 slot, making it one of the most popular topics on social media in February 2022.
Meanwhile, the two NFL teams that played, the Rams and Bengals, made a splash on February’s BrandGraph500, too. The Rams climbed 316 spots, landing in the 104th spot out of 500. The Bengals saw a similar boost, climbing 213 spots to slide into the 123rd spot on the list.
Of course, BrandGraph 500 is always changing, reflecting the buzz-worthy topics on social, but usually a brand moves only a few slots. However, you’ll notice that the Big Game, Rams, Bengals, and Snoop Dogg all saw dramatic climbs on the BrandGraph 500 in February.
When you drill down into the specifics behind the BrandGraph500, you can look at the share of voice that the two teams received during the big game. The Bengals went from single digits to a spike of 26.7% at the end of January. The Rams saw a similar spike, going from single digits in a pre-game world, to a high of almost 32% after clenching the win.
Why was the teams’ share of voice rising? As you’d expect, the game was a hot topic on social. On Instagram, #superbowl has 8.5 million posts and #superbowl2022 had 170K posts. Game-day posts were popping up on every social platform from all around the world. Fans like @flippenphilip took to Instagram to show his support for his favorite team, the Rams.
Meanwhile, @nolanvankeulen shared player updates on his Insta and an online sports-focused thrift store @blockbuster_thrift was promoting team-themed merchandise.
Celebs were posting snaps from the game, too. Megan Thee Stallion and Christina Aguilera were hanging out in box seats, Jay-Z and his daughter Blue Ivy were touring the field pre-game, and Ryan Reynolds and Will Ferrell shared a snap together at the game.
Snoop Dogg sees a 177 spot bump in BrandGraph500
Musicians in the ‘90s-fueled halftime show were a hit, and not just according to fans.
The star-studded event included Snoop Dogg, Eminem, Dr. Dre, Mary J Blige, Kendrick Lamar, and a guest appearance from 50 Cent. All of the icons saw a boost in their downloads post-game. For instance, Dr Dre and Snoop Dogg’s “The Next Episode” had a 270% increase in downloads.
Snoop Dogg also climbed the BrandGraph 500, jumping 177 spots in February 2022, to land in 100th place. Using AI tech, BrandGraph also analyzed the rapper’s social activity and compared it with others in the entertainment category. Out of 31 other entertainers, Snoop Dogg hit the top slot after his appearance at the game.
Once the hype of the game came to an end, the “Drop It Like It’s Hot” singer dropped back to the sixth spot.
BrandGraph has the ability to provide unique social media insight. In this case, we looked at teams and musicians associated with the Super Bowl, but it can do the same for brands. You can see how your brand ranks on social compared to competitors and get insightful data that can drive campaign decisions. Want to see what BrandGraph can do for your brand, learn more by visiting the BrandGraph website.
