Super Bowl LVIII smashes records on X

The (video first) roar of the stadium reverberated on X

The Kansas City Chiefs snagged a historic overtime win over the San Francisco 49ers during the longest Super Bowl game in history. For fans on X, Super Bowl LVIII conversation did not disappoint.

The moments that mattered

Patrick Mahomes was crowned MVP after leading his team to their third title win in five years. Taylor Swift received one of the loudest cheers of the night. Here’s X’s leaderboard for the most used terms inside the conversation.

While the X sports community was leading the charge, music fans also played a massive role in the Super Bowl experience on the platform. With Usher taking over Apple Music Super Bowl LVIII’s Halftime Show, the Swifties invading the sports fandom, and Beyoncé shocking fans, we witnessed culture being created in real-time.

Brands on X that rose above the competition

From fans to brands — The Big Game saw a wide variety of advertisers step up for the game around the game: share of mind.

77% of brands that advertised on-air during the game also shared their campaigns on X. Here’s the brands that rose above the competition.

The no-TV touchdown: DraftKings
The brand that drove the largest overall conversation comparative to other brands without a national TV spot during The Big Game.

DraftKings came to play, but more importantly, to parlay. With stats, memes and bets, they met fans right where they were during the game.

The most watched video: Mountain Dew
The brand with the most video views on a single post from a brand’s handle.

Fans were #HavingABlast with Aubrey Plaza reuniting with Nick Offerman to transport them into an alternate universe of game day fun, fantasy and nostalgia on X.

The most liked brand: Duolingo
The brand who received the most likes on a single post by US users.

Duolingo is teaching the world almost every language, and this year, thanks to Ariana Grande and X, memes have been added to the course curriculum.

The most mentioned brand: Verizon
Ranked by total posts mentioning the brand (handles, hashtags and keywords etc.)

Verizon aimed to break the internet with Beyoncé, and they succeeded on X. Whether it was Bar-bey, BOTUS or Beyonc-AI, fans were ablaze with excitement at her rare appearance and surprise music drop.

NFL and X: better together

Big sporting moments on X are a 360 experience. Here’s some of the ways the NFL took Super Bowl LVIII to another level for fans, partners and brands.

Be where the world is watching in real-time

The Big Game might be over, but the sports conversation on X will live on in 2024.

From March Madness, to the NBA Finals, to the highly anticipated Paris Olympics, X remains the go-to platform for real-time conversation.

If you want to stay in the game, get in touch with us to learn more about how you can connect to what’s happening and build cultural relevance for your business.

The Super Bowl was just another reminder: there is no substitute for X.