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#MambaDay: Kobe’s 5 Million Mentions Steal the Show on Social

Last night was a seminal night for the NBA. The 2015-2016 regular season came to a close, a legend hung up his jersey, and a long-standing record was finally snapped.


The two events overlapped, forcing fans to choose, furiously switch channels, or tune in via social. The mayhem led to some unforgettable celebrations, memes, and even a fail whale.

The Twitter-sphere was ablaze last night, but was it a result of Kobe ending his career in stunning fashion, or the Golden State Warriors snapping a 10-year-old regular season record? Let’s take a look at the data.

“Kobe” was mentioned 5M times yesterday, 709% more than “Warriors”

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A snapshot of April 13th on Twitter for keywords “Kobe” and “Warriors”

Hate to break it to you, Warriors, but Kobe upstaged you in a big way yesterday. Kobe was mentioned  5,213,919 times on Twitter yesterday, while the Warriors racked up a still-impressive 644,200.  Ever since it was announced that this would be Kobe’s last season, brands, players, and fans alike have been preparing for his departure.

Kobe has been a subject Twitter talk all season. But yesterday, he amassed more Twitter mentions in one day than he had in any month of the NBA season.

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#MambaDay conversation peaks at 393K Tweets per hour

One of the big contributing factors to Kobe’s massive night on Twitter was @NikeBasketball‘s promotion of the #MambaDay hashtag.

The #MambaDay hashtag received 2,165,216 Twitter mentions yesterday, peaking at 393K Tweets per hour. 

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@NikeBasketball did a fantastic job at spreading the hashtag, and reaped the benefits. On #MambaDay, daily mentions of @NikeBasketball increased by a cool 1,156%. Not too shabby, guys.


The @NikeBasketball social team, led by Justin Taylor, did a fantastic job at recognizing a seismic event, owning a hashtag and producing rich content to support them throughout the campaign. 

Mamba out.

A photo posted by Nike Basketball (@nikebasketball) on

April 13, 2016: a fantastic day for the NBA and social media fans alike.

Jade Furubayashi

My name is Jade and I'm the Social Media Manager for Simply Measured. We can find common ground in Beyoncé and Chipotle burrito bowls.

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