In order to stand out, a brand needs to connect to the most valuable audiences when they’re most receptive and build cultural relevance. Super Bowl saw brands take the centre stage with creative ad campaigns on Twitter. People on the service are open, engaged, ready to discover. In fact, the service is home to some of the most diverse conversations on the internet and this weekend, the timeline lit up with Tweets about the game and ads.
Let’s have a look at the real winners of the night, which are the ads that had everyone talking on Twitter. Twitter is revealing the list of winners of this year’s #BestOfTweets Brand Bowl LV winners.
The MVP: The brand that drove the largest overall conversation among Big Game advertisers
Pepsi (@pepsi) for #PepsiHalftime
Every year, spectators await the Halftime Show with as much eagerness as the Big Game. Pepsi (@pepsi) owned this cultural moment by giving fans a chance to win halftime prizes and leveraged The Weeknd’s (@theweeknd) performance at the Super Bowl, thus owning maximum conversations on Twitter.
The No-TV Touchdown: The brand without a US national TV spot that drove the largest overall conversation
Budweiser (@budweirserusa) for #EyesOnTheClydes
Budweiser (@budweirserusa) played a different game this year, riding without a national TV spot. The brand stirred up nostalgia with a video featuring its iconic Clydesdales. Through #EyesOnTheClydes, the brand connected well with the spirit of reuniting, while giving people the chance to win a retro fridge stocked with Bud.
The Retweet Rusher: The brand with the most Retweets on a single Tweet from a brand’s handle among Big Game advertisers
T-Mobile (@TMobile) for #Leaderin5G
T-Mobile (@TMobile) looped people into Big Game conversations by featuring some famous faces in their Super Bowl video ad. Through a well-placed mix of big names, the brand got people to Retweet their ad by teasing with a Samsung 5G device in reward.
The (re)Play of the Game: The brand with the most engagements on a single video Tweet from a brand’s handle among Big Game TV advertisers
Disney+ (@disneyplus) for #FalconAndWinterSoldier
Disney+ (@disneyplus) won the engagement game on Twitter by releasing the teaser trailer for the new Marvel series #FalconAndWinterSoldier as their Super Bowl commercial, and then dropping the full trailer on Twitter. Enticed fans couldn’t contain their excitement, and kept watching and engaging with the video Tweet.
The Audible: The brand that best adjusted to real-time events as they unfolded
Indeed (@indeed) for #NowHiring
Indeed (@indeed) put forth a sensitive, humane side by addressing the prevalent problem of unemployment. Reacting to real-time events during the game, the brand kept on Tweeting job opportunities from other brands that were advertising throughout the Game, using the hashtag #NowHiring.
The Most Creative Play: The brand that best used Twitter to creatively breakthrough, beyond promoted Tweets and video
Verizon (@Verizon) for #BigConcertSmallBiz
In a week-long activation on Twitter, Verizon (@Verizon) partnered with artists like Alicia Keys (@aliciakeys) and Miley Cyrus (@MileyCyrus) to host the #BigConcertSmallBiz after-game event. The activation was the brand’s extension of its commitment to supporting small businesses.
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