5 Million Reasons Your University Should Tweet During the Super Bowl

Live Tweeting Super Bowl LII

You can’t make this stuff up.

Marketers spent 4 million dollars in 2013 for a 30 second ad spot only to have a tiny little tweet from Oreo steal the spotlight.

“Power out? No problem. You can still dunk in the dark.” It was retweeted 10,000 times in just an hour.

Tide jumped on board with: “We can’t get your blackout. But we can get your stains out.”


Super Bowl 47 was most notable, not for the crazy comeback that nearly cost the Baltimore Ravens their victory, but rather for a 34 minute blackout occurring in the third quarter. The game may have been put into the dark, but savvy marketers took to Twitter and brought their brands into the light.

It’s unlikely that Super Bowl LII will suffer any cataclysmic event of man or nature, but with ads costing 5 million dollars now, Twitter could still be an affordable answer to boosting your university’s brand during the big event—if you do it correctly.

Here are some tips you’ll want to consider for live tweeting during the Super Bowl:

Be brand aware. If you’re a tech school with the majority of your population asking the day-after, there was a game? you may not want to jump into a Twitter storm about the Super Bowl. Put your resources where they will best serve your demographic.

Use appropriate hashtags. To be in on conversations as they happen, you need to use the same hashtags as everyone else. #SuperBowl52, #TomBrady, #NickFoles will certainly be a few popular hashtags, but pay attention to others and be sure to include your own.

Let your followers know you’ll be tweeting. Stakeholders who care about what you do day-to-day will definitely be interested in following you during the big game, especially if you offer some insight that’s relevant to both game and school.

Be interesting. If you get your followers to pay attention, don’t disappoint them. Oreo nailed it because the company was relevant to the game and the brand—and it was humorous.

Tell stakeholder stories. Are a few of your alum actually at the game? Awesome! Make sure to connect and find out what they’re doing. Maybe they were just lucky enough to score tickets. Or maybe their education at your university got them a gig in events, or sports management or security. Show them off—and their careers.

Use images and video. People love visual content so make sure to include pictures and video. Even if you can’t produce your own at-the-game images, you can retweet others’. You can also capture football festivities on campus and from your staff, employees and alumni across the country.

Retweet. Make the game a shared experience, a conversation among people all interested in what’s going on at the big game. Tweet and retweet comments that others make that you find interesting and relevant.

Don’t self-promote. The most important thing happening at the Super Bowl is the game. Not your school, its programs or even your students and alumni. Don’t use Twitter in a way that will irritate fans and alienate prospective students.

If you want to learn how to tweet at the Super Bowl or another upcoming live event, contact the social media experts at ESM Digital.

~Linda Emma