Super Chatter XLVI Preview

What started out as a narrowly focused initiative to track the correlation between TV spots run and Twitter activity during the Super Bowl has annually evolved into something bigger at Colle+McVoy. In 2010, we found that the House Rules spot from Doritos drove the highest volume of posts on Twitter (35,000), which equated to a cost-per-tweet of $313.

Last year, we expanded our coverage and monitored the entire social web to uncover how the Super Bowl influences people’s behavior throughout the nation. We created an interactive infographic that illustrated the Super Bowl’s social footprint using the Google Maps API. As you navigate through the experience, you’ll come across the ten most frequently mentioned topics and brief snippets of our findings beneath the infographic.


This year, we will deliver a more dynamic experience that offers visitors the ability to observe how certain topics trended throughout the course of the game. To capture minute-by-minute activity on Twitter, we are building our own proprietary data crawler using the Twitter API to capture the tweets needed to tell the Super Chatter story.

At the center of the Super Chatter experience will be an interactive graph that allows visitors to dynamically observe social media activity throughout the course of the game with one click. We’ll be tracking brand mentions, team and player references, the halftime show and more. The site will also include various infographics, charts and lists that visually guide visitors through social media’s side of the Super Bowl story.

Our team will be working tirelessly through the night on Sunday to deliver you the goods at by the time you roll out of bed on Monday morning. During the game, keep an eye on the @collemcvoy Twitter feed for #superchatter coverage and updates on when we expect everything to be live.