Oreo among the numerous brands encouraging usage during the tournament.
The Super Bowl is not only a massive day on the sporting calendar, but also for advertising, which was demonstrated with BlackBerry revealing a wacky commercial for the new Z10 device.
The San Francisco 49ers and Baltimore Ravens match saw fans flock to Instagram, collectively posting more than three million photos with Super Bowl-based words included in their captions.
More than 450 photos about the game were shared per second, while more than 200 per second were posted about singer Beyoncé when she took to the stage during the half-time show.
Instagram, said: "We were excited to see people using Instagram to connect with fans during the game. CBS highlighted Instagram photos in the pre-game show, and Oreo’s Super Bowl commercial encouraged their fans to participate in an Instagram campaign!"
Oreo had around 2,200 Instagram followers before the campaign started, but has now crossed the 35,000 follower milestone. Holidays and global events continue to be a big draw for Instagram usage, with more than 285,000 Hurricane Sandy and ten million Thanksgiving photos shared.
Check out the Instagram-tainted Oreo Whisper Fight ad below.