The brand winners and losers of Super Bowl 50
The Denver Broncos lifted the Lombardi trophy last night, their victory over the Carolina Panthers certain and decisive. But there wasn’t a clear winner in the other big game — the one being played off-field.
Brands were out in full force hoping to capture the attention of a highly-engaged second screen audience that spent just about as much time checking Twitter, Facebook or Instagram — but mostly Twitter — as watching the somewhat lackluster game.
We kept tabs of all the off-screen action in real-time on our live blog last night. And now as the potato chip dust settles, here are our picks for winners and losers of Super Bowl 50.
Sure, its first ad, horrifyingly, featured an unborn baby forcing itself out of the womb, ‘Alien’-style, to grab Dad’s chips. But Doritos was the very model of a modern social media brand throughout the game, tweeting the craziest bits of its commercial throughout and replying to plenty of fans. Before the game even began, they tagged the sky, hiring pilots to skywrite “Super Bold” and draw chip-shaped triangles. According to Amobee, Doritos was the second-best-performing brand on Twitter, with 238,770 tweets mentioning it. On Facebook, it also made a splash, with over 28,000 likes and comments and 350,000 video views during the game on one post alone.
T-Mobile CEO and defensive back John Legere went on a tweetstorm, comparing his carrier’s speeds inside Levi’s stadium with Verizon’s. Verizon had spent about $70 million fixing up the network in the Bay Area ahead of the game, which made T-Mobile’s allegedly superior performance all the more awkward.
— John Legere (@JohnLegere) February 8, 2016
Whether accurate or not, he kept trolling his competitors throughout the game, effectively owning the dialogue on social media. Oh, and that Drake ad didn’t hurt either.
3. Budweiser That Broncos quarterback Peyton Manning planned to go home and drink Budweiser after winning the Super Bowl may have been the most startling brand revelation of Sunday. When Manning was being interviewed after the game by CBS’ Tracy Wolfson, he said he was going to celebrate by kissing his wife and drinking a “a lot of Budweiser.” And then — he said it again, on the stage this time. Analysts say those mentions were worth close to $3 million in free advertising. And Bud says it didn’t even pay for it.
Hi Internet. For the record, Budweiser did not pay Peyton Manning to mention Budweiser tonight. We were surprised and delighted that he did. — Lisa Weser (@LisaWeser) February 8, 2016
(Manning has casually dropped mentions of Bud before during press conferences and the like — possibly because he has a stake in two Anheuser-Busch distributors in Lousiana.)
Esurance has a tried-and-true game day formula: They run sweepstakes during and after the game every year on Twitter for …read more