Doritos ads inspired 238,770 tweets during the game, according to Amobee Brand Intelligence, a marketing technology company.
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Some brands also ran teasers for the Super Bowl commercials on television.
Super Bowl 50 kicks off Sunday and there’s more ways to watch than ever. Almost half of those views came from Facebook this year. The media coverage may have spread word about the spots, but they also robbed viewers of the thrill which comes from being surprised by an inventive ad in the moment.
Ads in the second half of the game that drove social media traffic included a T-Mobile USA Inc spot with comedian Steve Harvey that played on a televised faux pas previous year in which the actor mistakenly announced the wrong victor of the Miss Universe pageant. Movie and rock stars, anthemic songs and cute animals are in. Most of the ads have been online for several days, but there were a few Saturday releases, including Advil, GoPro, Paramount Pictures’ “Teenage Mutant Ninja Turtles” and Walt Disney Pictures’ “Jungle Book”. ADI says this is the future of TV ad sales. Over 9 million of which streamed the game online. Kevin Hart stalks his daughter’s date in a Hyundai spot. Some of the brand’s impressions on social media were paid promotions. It had been a “steady gainer” in the 24 to 48 hours leading into the CBS broadcast. That has led some to find the Super Bowl ads released so far lacking.
Toyota already had a winning concept when it aired two Super Bowl ads Sunday showing bank robbers successfully eluding police in a speeding Prius, until the cops gave up and turned a Prius of their own into a patrol auto (take that, everyone who thinks hybrid cars are slow and can’t manage sharp turns). LoBianco explains, “While some brands decide to spread out their annual ad spend, others decide to be “all in” for just one event, even just one ad placement, because the reach and engagement is tremendous for the Super Bowl and brands know that viewers are tuning into the ads, not tuning out”. More than 2 million had done so as of late yesterday night.
LoBianco adds, “Both Master Lock and GoDaddy spent most of their money at the time for one ad and that’s it, they realized that they could garner enough awareness, phone calls (before the internet), distribution, sales and engagement from one ad then they could all year”.
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When it comes to social mentions, the Denver Broncos picked up the most buzz on the conference Championship Day; Beyoncé is dominating social conversations about the halftime show with 50% of the mentions.
