With over 13.3m people watching the final of Great British Bake Off last night (8 October) and a whopping 53,573 tweets sent with the hashtag #GBBOfinal in the past 24 hours, it is no wonder brands decided to take to Twitter during the bakery show.
Ahead of the final, just under one million tweets were sent about this series, while 5,100 mentions were made using the words ‘soggy bottom’, research from MHP Communications found.
Following the final, a the company revealed that there were a total of 1,174,300 mentions of the Great British Bake Off on Twitter over the 2014 series, compared to 370,000 mentions during the 2013 series – a 217 per cent increase in Twitter chatter this year
The research also found that throughout the whole series, 199,900 pictures relating to the Great British Bake Off have been shared on Twitter, which shows just how many people have been inspired by the show to share their own bakes online.
While some brands tweeted their wares during the final– either encouraging watchers to make their own cakes or providing pre-made alternatives for those whose tart au citrons make finalist Richard Burr’s attempt seem like masterpieces - others just played on the humour and drama of the night.
Well, Bake Off's over. Join us next Wednesday as we live tweet while staring through the window of Greggs. #GBBO
— Yorkshire Tea (@YorkshireTea) October 8, 2014
The male judge pronounces 'profiteroles' 'pro-feet-oh-rolls'. Starting to question his judgement on everything now #GBBOfinal
— innocent drinks (@innocentdrinks) October 8, 2014
Congrats Nancy! For all you #GBBO fans out there we leave you with one final recipe featuring our #SafetyDozenpic.twitter.com/x52YSOAQuk — Surrey Police (@SurreyPolice) October 8, 2014
Big reveal coming up, we'll soon find out which one's Mel, and which one's Sue. #GBBOfinal
— Paddy Power (@paddypower) October 8, 2014
Don't be sad about #GBBO ending - create your own showstopper with our Pinata Cake #recipe: http://t.co/2okTYDN24kpic.twitter.com/AfBYOyLkQh — Asda (@asda) October 8, 2014
— Stork (@bakewithstork) October 8, 2014
It’s the #GBBO final, so we’ve made our own Pièce Montée. It’s only two layers but we still like the look of it! pic.twitter.com/0DMtcMBJNS — Aldi Stores UK (@AldiUK) October 8, 2014