Why Coke Went Dark On Twitter For Nearly Two Hours During the Super Bowl

Being “realtime” responsive was a huge trend at this year’s “big game”… but who knew that there is such a thing as being “too responsive”? Take it from Coke, as they were temporarily suspended from Twitter for publishing too many Tweets in a particular time period.

coke-command-central-super-bowl-2013-2Coca-Cola was unable to post tweets from its main Twitter handle between 8:22 p.m. and 10 p.m. eastern time because it had exceeded the publishing limit that Twitter sets on daily and hourly tweets, which is intended to curb spam. (The official daily tweet cap is 1,000, which “is further broken down into smaller limits for semi-hourly intervals,” and the rules apply to brands with millions of followers and individual users with 10 alike.)

Since Coca-Cola was using its Twitter handle to thank individual users for voting in a game linked to its “Mirage” TV ad, it had anticipated topping the standard limit. The company had filed paperwork with Twitter to raise its tweet ceiling for Super Bowl Sunday on the Friday prior, according to a Coca-Cola spokeswoman, who wouldn’t disclose what the limit was raised to.

However, it also exceeded the new limit it had been granted on Sunday due to high user engagement, and the ceiling then had to adjusted upward by Twitter again during the game, explaining the nearly 100 minutes when the account couldn’t tweet. (Coca-Cola had also struggled to keep its microsite, CokeChase.com, up and running after a massive traffic spike when the TV spot aired during the first quarter. Because of that, the social-media team resorted to plan B, which was urging people to vote using hashtags on Twitter on which of the ad’s characters should win in a race through the desert.)

It’s a pretty interesting read.

Check out the full Ad Age article here.

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