The BIG Game 2025: The Social Media Play-by-Play

Super Bowl LIX was more than just a showdown between the Philadelphia Eagles and the Kansas City Chiefs—it was a global spectacle that ignited conversations across social media. With over 36.8 million interactions and a total reach of 9 billion, the buzz was undeniable. We dug into the data using Onclusive Social to see what captured audiences worldwide. By analyzing engagement patterns, trending hashtags, and sentiment shifts, we uncovered how key moments shaped online conversation in real time.

What Got People Talking?

The Super Bowl conversation was diverse, but a few key themes dominated:

• 44% of discussions focused on the game itself, but there was also significant chatter around Kendrick Lamar, Tom Brady, Nick Sirianni, and Andy Reid.
• The Philadelphia Eagles weren’t just the champs on the field—they also won the social media battle, generating a massive 86.5K mentions. Social listening data revealed that 63% of these mentions carried positive sentiment, mainly driven by fan celebrations, viral highlight clips, and influential sports personalities amplifying the win.
• Former President Barack Obama added fuel to the conversation, vocalizing his support for the Eagles and Coach Nick Sirianni, which significantly drove up online engagement around Sirianni.

Eagles Fly High – On and Off the Field

The Philadelphia Eagles, led by Nick Sirianni and Jalen Hurts, secured a victory over the Kansas City Chiefs in an intense Super Bowl LIX matchup. Saquon Barkley was a key player in the win, capping off an outstanding season for the team.

While their performance on the field was stellar, their dominance extended to social media. Fans flooded platforms with reactions, analysis, and celebrations, solidifying the Eagles as the most mentioned team of the event.

Kendrick Lamar’s Halftime Show – A Social Media Firestorm

The halftime show was one of the most polarizing moments of the night. Kendrick Lamar, alongside guests SZA, Serena Williams, and Samuel L. Jackson (as Uncle Sam), delivered a performance that sparked intense online debates. The setlist included "Not Like Us," a diss track aimed at Drake, adding another layer of controversy. This strategic move not only fueled fan debates but also spiked hashtag usage, with #KendrickvsDrake peaking at 42K mentions within an hour of the performance.

The conversation around Lamar’s show saw a dip in sentiment the day before the game, as speculation and leaked details surfaced. During the performance itself, social sentiment remained neutral, but post-show discussions exploded, particularly around Lamar’s depiction of the American flag, which divided audiences. A deeper dive into the data showed that 74% of negative sentiment stemmed from international audiences, particularly due to the American flag imagery—demonstrating how cultural context influences online perception.

Interestingly, global media reaction was largely critical of Lamar, while U.S. media coverage was more positive or ultra-supportive, demonstrating a geographic divide in the perception of his performance.

The Brand Side of Super Bowl LIX

Super Bowl ads are just as much a part of the spectacle as the game itself. This year, brands went all out to capture attention, and the results were staggering:

• Disney emerged as the most popular brand on social media, generating massive engagement across platforms, fueled by their teaser for upcoming blockbuster releases and nostalgic brand messaging.
• Booking.com took the crown for the most viewed ad, with over 95 million views for their Muppets-themed commercial, leveraging humor and beloved characters to capture audience attention.
• Apple and Pepsi also made a strong impact, with Apple promoting its Vision Pro and Pepsi reinforcing its brand dominance with a star-studded campaign featuring major celebrities.

Total Mainstream Article Mentions of Emilia Pérez (Sep, 2024 –Jan 27, 2025)

 But wait… if the Booking.com ad had so many views, why did it also receive so much negative sentiment? Most of the negativity stemmed from influencer and user comments criticizing the ad for a lack of creativity, being too short, and moving too fast. While these criticisms boosted visibility, they also reduced the Share of Voice (SOV) and overall positive online conversation around the brand. 

Meanwhile, brands like Nike and Budweiser saw an uplift in positive sentiment, successfully blending nostalgia, emotional storytelling, and sports heritage to connect with viewers and lead the conversation at the social level (Mainly in X). Budweiser’s "This Bud’s for You" campaign particularly resonated, reinforcing brand loyalty and sparking organic discussions online. Nike's campaign, in particular, saw a 23% engagement spike among Gen Z audiences, reinforcing the power of nostalgia-driven storytelling in modern brand communications.

The combination of high-profile celebrity endorsements, nostalgia-driven campaigns, and innovative storytelling kept audiences engaged beyond the broadcast, proving that Super Bowl ads remain one of the most powerful tools for brand amplification.

Final Thoughts

Super Bowl LIX wasn’t just about football—it was a full-scale cultural event. From the Eagles’ victory and Obama’s endorsements to Lamar’s headline-making halftime show, the conversations were as dynamic as the game itself. With billions reached and millions engaged, this year’s Super Bowl proved once again that its impact extends far beyond the field. The data makes it clear: real-time social listening isn't just about tracking conversations—it’s about understanding audience emotions, anticipating trends, and optimizing future engagement strategies for brands, teams, and influencers alike.