In an attempt to tackle Twitter as the dominant social media site when it comes to the Super Bowl, Facebook launched the service Trending Super Bowl. The centralised hub served as a conversation starter for the game, while giving brands access to target their consumers in one easy location. However, from the perspective of earned media attention, Twitter was able to emerge champions, with advertisements being mentioned or retweeted over 1.5 million times, while on Facebook the number was a much smaller 360,000.