By Alex Konrad, reporter
FORTUNE — Social media marketing company Wildfire counts giants such as Amazon (AMZN) and Nestle (NSRGF) as clients. The company even powers Facebook’s fan page — for itself. This past week, however, Wildfire worked with a different kind of giant: New York’s conquering heroes, the 2012 Super Bowl champions.
Helping the Giants to acquire new fans over social media and engage their existing base, Wildfire tracked both teams’ official Facebook activity in six days before the game and then closely during Sunday’s nail-biter, measuring new “likes” to each team page over 5-minute intervals. The company says that in the Facebook field, New York and Madonna both emerged as winners with only Boston left to pick up the pieces. Here’s how it broke down:
Before the game:
During the game
Go Big Blue
Ultimately, the Pats can still boast the larger fan base on Facebook, but Giants fans flocked to their team in greater numbers. Wildfire says New York fans posted 16,000 times with the Giants tagged in their posts – but the Patriots don’t allow fans to tag them, meaning it’s impossible to compare. And while Pats fans probably don’t want to go dwell on the defeat at their team page (Wildfire says Facebook doesn’t release the data on people “un-liking” a page), Giants fans can keep the party going: after all, there are Super Bowl parade photos to go check out.