This year’s Super Bowl was competitive in more ways than one. Prompted by Twitter’s #BrandBowl, which promised trophies to the advertisers that scored the most attention, brands vied to stir up the most chatter.
Pepsi took home the #MVP award for the most brand-related tweets during the Super Bowl, while Mountain Dew and Doritos’ joint ad boasted the most tweets per minute (#Blitz). Jurassic Park nabbed #Quarterback with the most retweets on a single tweet during the game, while Ally Bank got the #Interception award for stirring up the biggest conversation without buying a national TV spot.
The winners received trophies, as well as 90-day use of a custom emoji and a free marketing survey. Arguably more importantly, they were featured in Twitter’s #BrandBowl Moment.
After four quarters of declining ad revenue, Twitter is long due for a win. The average brand communicates with just 157 customers a month via Twitter posts, according to L2’s Digital IQ Index: Social Platforms. Twitter is one of the only platforms whose active user base and engagement rises during the Super Bowl, making it the ideal time for such an endeavor.
#BrandBowl drives home a crucial point for Super Bowl advertisers: that their content resonates better when reinforced on social media. As demonstrated by Oreo’s viral tweet during the 2013 Super Bowl, ads no longer need to appear on TV to catch consumers’ attention. While a temporary emoji and trophy may not be enticing enough for a brand to invest in a Twitter presence, the chance to get exposure in a Twitter Moment might be.