Why Did Hashtags Disappear from 2019 Super Bowl Ads?

By: Dr. Perry D. Drake 


Every year for the past 6 years, I have had my digital marketing students at the University of Missouri – St. Louis do an assessment of the Super Bowl ads regarding their use of hashtags, social media icons and URL’s to help drive a conversation. This year, my students and I were shocked to see virtually no advertiser using hashtags.

Peak usage of hashtags in Super Bowl ads was 57% in 2014 according to Marketingland. Since that year, it has been in decline every year. In 2015, 2016, 2017 usage of hashtags in Super Bowl ads were 50%, 45%, and 30% respectively based on another report by Marketingland.

So why has hashtag usage in Super Bowl ads slipped to virtually none in 2019? Are they just not effective any longer? To prove or disprove this point I decided to examine brand mentions for the top five brands from 2018 and compare that to the top five brands from 2019.

For 2018, we can see in the graphic below, Avocados from Mexico had the most mentions during the Superbowl at 137,000, followed by Pepsi at 38,000 according to Salesforce. And, all five of the top brands used hashtags within their ads. In addition, we should keep in mind this is not really reflective of the true reach which could easily be in the millions for some brands depending on the influence and reach of those that used the hashtags within their posts.

 

2018 Social Media Mentions, Top 5 Brands (Salesforce.com)

For 2019, virtually no brands used hashtags within their ads. They all had campaign hashtags in play but were only using them in their social media posts. The top five most mentioned brands on social media during the Super Bowl according to Salesforce are shown below. None of the top five used hashtags upon my examination of their ads. And, as a result, we can definitely see much fewer mentions than the prior year.

2019 Social Media Mentions, Top 5 Brands (Salesforce.com)

This year the most mentioned brand was Bud Light at only 31,500 in comparison to the top brand in 2018 (Avocados from Mexico) at 137,000 mentions. A significant difference to say the least.

My students this semester thought that the Pepsi “More than OK” campaign was one of the best executed across the digital channels but felt they missed out on additional reach and exposure by not having the “morethanok” hashtag appear on the TV ad. They also felt that Pepsi missed out by not driving those not familiar with their abundance of fun social media content to their social media channels.

They also felt the Doritos “NowItsHot” campaign was a hit given how they ensured a large audience by mashing up Chance the Rapper with the Backstreet Boys. This is a great way to grab the attention of the broadest audience possible across generations. But they thought the hashtag strategy was a bit weak. Engagement could have been centered around how we eat the Flamin’ Hot Nacho flavor or asking us if we prefer hot or regular.

So why did almost every advertiser not use a hashtag in 2019? Why would you not toss your campaign hashtag (or a new one) at the end of your ad? Why would you not want to drive significant conversation around your brand at a time when it will be seen by 103 million viewers? The benefit of a hashtag is to help evoke conversation and extend your voice around an event, cause, emotion and in that moment. Why would you not want to do extend your reach? It seems crazy to me!

So what happened? Given recent marketing missteps by various brands like Dove and H&M and others were advertisers afraid this year of making a misstep themselves in front of such a big audience. Were they all just playing it safe? Did they lack the resources to monitor the conversation? Not even Anheuser Busch, which had the ever popular #DillyDilly last year, used any this year. I am anxious to see what 2020 brings us, or should I say doesn’t bring us.

Interview With DMN 40 Under 40 Recipient April D. Mullen

By: Katelyn Chostner, Kyle Eggering, Patricia Knight, & Sarah Thomas

UMSL enthusiasts! Ever wonder who helped mold your digital curriculum at UMSL over the last five years? Meet April D. Mullen, an email expert and current Director of Consumer-First Marketing Adoption at Selligent Marketing Cloud. She has been with UMSL since 2014 as an adjunct professor and is a recipient of the prestigious 40Under40 award by DMN! We sat down with April Mullen to talk about her experience in email marketing, industry predictions, and her time with the UMSL Marketing Advisory Board.

You are no stranger to UMSL, can you tell us how you’ve helped shape our digital curriculum?

When the program initially started over five years ago, Dr. Drake asked me to lead the curriculum committee to ensure the program was meeting the needs of the market. I did competitive research and also took a pulse of what CMOs were looking for in terms of filling their rosters. Additionally, having prior brand side experience, I had a good idea of the skills needed to do the jobs. From there, we kept adding courses and even removing some as they became less relevant. While I no longer lead the curriculum committee, I do still participate in conversations about the course offerings. I love what this program has done to bring a digital curriculum to the St. Louis area and that’s why I continue to be a part of it. Our community is better positioned for the future as a result of UMSL and Dr. Drake starting this program.

We could say April Mullen knows a thing or two about email marketing. What’s your story? Were you always an email marketing champion?

I’ve been doing email marketing since the early days of my career 12 years ago. I was more of a practitioner role initially, producing campaigns and coding emails. I have evolved into a strategist over time. I have long been a huge advocate for email marketing because it is the only universal app, which has made it immune to the corporate bureaucracy and limitations that have faced other mediums like social media. (Look at the privacy concerns eroding Facebook.) In fact, The Wall Street Journal just produced a piece on email marketing called “The Hot New Channel for Reaching Real People: Email.” Email marketers like myself have long seen the value driven by email for a long time. I’m excited to see broader respect for the channel now.

In 2018, you were named one of the DMN’s 40Under40. Congratulations! What was that like?

It was surreal. It didn’t feel like reality until I went to NYC to receive the award along with others named to the list. It was then that I realized how profound of a moment it was in my career.

What will be the biggest focus in 2019 for email marketing?

In 2019, we’ll still be focused on things like segmentation and personalization as data ecosystems that power these strategies gain more sophistication. We’ll also be looking at jaw-dropping capabilities like kinetic and interactive features, such as image carousels, in-email conversion, video and other exciting elements that weren’t possible before HTML5. You’ll see more emails in the inbox that operate like a webpage, essentially. I think AI will take center stage as well when it comes to optimizing email’s capabilities. In fact, I’ll be speaking about AI at MDMC this year.

UMSL students typically get a lot of emails, for better or worse. Do you have any tips on managing the inbox?

I am an expert in getting emails to the inbox. I’m afraid I don’t have any advice on how to manage the inbox, though (Laughs). If anyone has any tips, I’d love to hear them!

 

Be sure to check out April Mullen’s interview with DMN News for a closer look at her career and future goals!