Famed for its touching festive campaigns, John Lewis is now able to use social platforms like Shazam and Twitter to measure some of the direct impact of its TV ads.

The Bear and Hare advert was debuted during Saturday’s X Factor and the featured track, Lily Allen’s version of Keane’s Somewhere Only We Know, was tagged by Shazam users more than 31,000 times during the weekend. This time last year, Shazam revealed that it had 12.2m UK users, so this is by no means everyone, but users can buy tracks direct from the app and Somewhere Only We Know featured seventh on the Live iTunes Top 10 Songs yesterday.

The ad also received nearly 86,300 mentions on Twitter over the weekend, according to data shared by We Are Social with Marketing Magazine, 29 per cent more than the organisations Christmas ad last year. Just one per cent were considered negative comments, We Are Social found, while five per cent of people said they were reduced to tears.

Twitter’s head of agency sales in the UK, Dara Nasr, revealed to Mobile Marketing that 80 per cent of Twitters 5m users in the UK access the social network via mobile. So there will have been a fair few tear-stained smartphones this weekend.

John Lewis got 7,000 new Twitter followers, 12,000 new Facebook fans and 4,600 more subscribers on YouTube as a result of its efforts.