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Social Media: 2014 Superbowl Campaign on Facebook and Twitter

By on Thursday, March 20, 2014

When a new Army public service announcement aired during pre-game coverage for the Superbowl in 2014, it drew America’s attention to the thousands of military families who have lost a loved one in military service to America. To expand on that attention, TAPS launched the #TAPSHonors campaign on Super Bowl Sunday, inviting surviving families of fallen troops to share photos of their loved one who died while serving in the Armed Forces on its Facebook page and Twitter hashtag #TAPSHonors and account @TAPS4America.

Twitter and Facebook were utilized to encourage people to participate. A team of four people with TAPS worked on Super Bowl Sunday as the images and posts poured in, to comment, like, and re-tweet them. Many of the people who participated by tweeting and posting photos said how proud they were to see their loved ones remembered and shared through social media. The campaign also helped bolster support for the PSA and the work the Army was doing to raise awareness about surviving military families.

On Facebook, the post for the campaign reached 79,616 people and generated 3,971 likes, comments and shares.

On Twitter, the campaign reached more than 1.2 million accounts.  Many of the tweets and images on the #TAPSHonors hashtag were re-tweeted multiple times, with one particularly poignant tweet honoring a fallen soldier receiving 80+ re-tweets.  The #TAPSHonors hashtag received 2.3 million impressions. The campaign generated 8.3 million impressions overall on Twitter.

Campaign Tweets That Received a High Number of Impressions

188.1k impressions
KBow5: Amazing tribute today by @TAPS4America tweeting photos of our fallen military heroes Thoughts always for them & their families
145.2k impressions
SASHACANTRELL1: His daddy killed in Afghan. 45 days before meeting his son Sacrifices last forever memories never fade @TAPS4America pic.twitter.com/LmubCaEY2G
132.5k impressions
Snugglett2007: @TAPS4America #TAPSHonors Honoring my love SSG Darren P. Hubbell Sr KIA June 20, 2007 Iraq pic.twitter.com/ExcD8z0gNS

Client: Tragedy Assistance Program for Survivors (TAPS)

Steppingstone LLC Services Provided: Campaign design, social media support, social media writing

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