The game last night was anything but competitive which helped make the social screen that much more entertaining. Throughout the night there was plenty of brand and Bronco bashing amid some sound marketing that helped stretch ad dollars and put brands in the social spotlight.
As we monitored all of the ads and brand activity last night on @MarketingLand and @HashtagBowl, and we’ve highlighted our top social updates from brands, movies & companies.
Game Related Updates
One of the easiest ways to boost engagement is to cash in on the current events occurring in the big game. These were the 5 best in-game updates that featured relates aimed directly towards the action on the gridiron:
Spider Man – “Need A Hand”
Need a hand, Peyton? #SpiderMan #SB48 pic.twitter.com/QrkkbZ8fnQ — Spider-Man (@SpiderManMovie) February 3, 2014
Buffalo Wild Wings – “Sorry Fans”
Sorry fans, we don’t have a button for this. — Buffalo Wild Wings (@BWWings) February 3, 2014
DiGiorno – “Done after 20 minutes”
YO, THIS GAME IS LIKE A DIGIORNO PIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES #SuperBowI #SuperSmack #DiGiorNOYOUDIDNT — DiGiorno Pizza (@DiGiornoPizza) February 3, 2014
Arby’s – Turnover
So… anyone in the mood for a turnover? pic.twitter.com/GHJwpdua3c — Arby’s (@Arbys) February 3, 2014
Captain America – “Unnecessary Roughness”
Unnecessary roughness! Our Captain does not approve. #CapBigGame pic.twitter.com/mKsoBU7ZlE — Captain America (@CaptainAmerica) February 2, 2014
Social Support For Other Marketing Initiatives
These examples show brands using social media to support and share guerrilla marketing & giveaways outside of the Super Bowl ads themselves:
Esurance – “Save Money”
When we save money ($1.5M), you could win it! Tweet #EsuranceSave30 for a chance http://t.co/ppLBoPyGYE Subj to rules pic.twitter.com/vyZTvEOkQH — Esurance (@esurance) February 3, 2014
Doritos – “Super Bowl Hack” (Doritos bought tickets for fans and created a large Dorito-shaped section in one of the endzones)
Are we making you hungry? #Doritos pic.twitter.com/NyFEcL4TV9 — Doritos (@Doritos) February 2, 2014
Audi – “Snapchat” (this was promoted on Twitter where Audi would snapchat game-related images to other users such as this gentleman)
Gotta admit, I enjoyed @Audi‘s live snapchats during the game. pic.twitter.com/LKrYME8FSn — Travis Mayfield (@TravisMayfield) February 3, 2014
Halftime Related Updates
The following updates were directly related to the Pepsi sponsored halftime show featuring Bruno Mars:
Tide – “Mancans”
It was a clean @Pepsi halftime show except for all those #mancans. @Tide #GetsItOut https://t.co/b624VSmS2i — Tide (@tide) February 3, 2014
NASA – “Mars”
In honor of the #SuperBowl Half Time Show & @BrunoMars… well, here’s Mars. #SB48 #SuperNovaSunday pic.twitter.com/WQNAulWUyu — NASA (@NASA) February 3, 2014
Updates That Supported Commercials
The follow updates show brands maximizing their ad dollars through well-timed social updates that spurred sharing:
Budweiser – “Awwwwwwww.”
We know, we know. Awwwwwwwwww. #BestBuds http://t.co/w3ITG8WBjm pic.twitter.com/3fEEv0M6hj — Budweiser (@Budweiser) February 3, 2014
Chobani – “Join The Roar”
Speak up for good food made right. Join the collective roar with #chobanibear at http://t.co/erVULG89Hp #howmatters pic.twitter.com/Dd96zGvmUB — Chobani (@Chobani) February 3, 2014
RadioShack – “Out With The Old” (this featured a microsite with giveaways of old ’80 merch)
Out w/ the old, #InWithTheNew! For the next 24hrs, we’re giving away all our old ’80s stuff! http://t.co/SzvbDQmSlj pic.twitter.com/wI8hipTmhs — RadioShack (@RadioShack) February 3, 2014
Budweiser Puppy – “Best Buds”
Just two #BestBuds giving each other a little pep talk before our big moment. #SuperBowl pic.twitter.com/5Li4T7cnc2 — Budweiser Puppy (@BudweiserPuppy) February 3, 2014
Volkswagen USA – “How do you get your wings?”
Hey @VictoriasSecret, if we get our #wings every time a #VW hits 100k miles, how do you get yours? http://t.co/mZyFpZBdKk — Volkswagen USA (@VW) February 3, 2014
Cheerios – “Peace, Love, Cheerios”
.@AXE Peace, Love and Cheerios. #FamilyLove #KissForPeace pic.twitter.com/pqgRaEIg85 — Cheerios (@cheerios) February 3, 2014
Brand To Brand Interaction
This year featured great brand-to-brand interaction that was frankly fun to see. Here are the best conversations between brands:
Newcastle – “If We Made It Series” (Throughout the night Newcastle would re-write ads from other brands and post YouTube videos)
Hey @Chobani, that bear commercial was HUGE. Check out how we would’ve made it MEGA HUGE: http://t.co/c761OVXHik #IfWeMadeIt #HowMatters — Newcastle Brown Ale (@Newcastle) February 3, 2014
Butterfinger – “In A Relationship”
.@TurboTax I’m in a relationship with both Peanut Butter & Chocolate… should we file separately? #SB48 — Nestle Butterfinger (@Butterfinger) February 3, 2014
Tide – “Ketchup Squirts”
Ketchup squirts in @HeinzKetchup_US ad? Sounds stain-y. Looks messy. @Tide #GetsItOut #SB48 https://t.co/bjR224hCP4 — Tide (@tide) February 3, 2014
Victoria’s Secret – “Imitation”
Imitation is the sincerest form of flattery. Thanks, @VW. #SB48 pic.twitter.com/GtVkQo1sqm — Victoria’s Secret (@VictoriasSecret) February 3, 2014
Microsoft Xbox – “Building Stronger Fingertips”
.@GetCrackin We’ve been building stronger fingertips for three generations. pic.twitter.com/Wlzsq06uKb — Xbox (@Xbox) February 3, 2014
Brands Picking On The JCPenney Social Debacle
In case you missed the JCPenney social media debacle last night, read this. While most people hated the JCPenney campaign, it turns out that they loved other brands having fun at the expense of the clothing company. These four examples received the best reactions from the social audience:
Snickers – “You’re Not You”
Eat a #SNICKERS, you’re not you when you’re hungry RT @JCPenney Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0 — SNICKERS® (@SNICKERS) February 3, 2014
Coors Light – “JCPenney Tweet Responsibly”
.@JCPenney We know football goes great with Coors Light, but please tweet responsibly. — Coors Light (@CoorsLight) February 3, 2014
Doritios – “Slow Down JC Penney”
Slow down, @jcpenney. Have some #Doritos. — Doritos (@Doritos) February 3, 2014
Kia – “Designated Driver”
Hey @jcpenney need a designated driver? — Kia Motors America (@Kia) February 3, 2014
Have an update that you thought was exceptional? Feel free to share it in the comments below.
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