Social networks were on fire following this Sunday’s Super Bowl. While the Patriots and Seahawks garnered a total of more than 4 billion conversations on Twitter alone, it was the commentary surrounding high profile brands and their ad placement that provoked the greatest digital audience engagement.
The “Ad Bowl” has evolved into a competition between brands and industries to engage consumers in the social media arena and influence purchase decisions. At a $4.5 million investment per 30 seconds air time, the stakes are high. Cross channel digital marketing company, Offerpop, has provided the following infographic tracking the conversations inspired by Sunday’s brand showdown with the use of data sourced from Crimson Hexagon. Based on this data, we have provided the inside scoop on the real MVPs who emerged from this year’s Ad Bowl.
#LikeAGirl
P&G’s brand Always earned more than 76,000 mentions on Twitter in reaction to its commercial spot addressing negative social stereotypes about girls. Female softball players, gymnasts and soccer players tweeted in personal stories of triumph, photographs of medals and inspirational quotes in response to the sixty second ad. Parents also weighed in with their thoughts, relating their own children’s reactions to the commercial. Fathers shared pictures of their athletic daughters playing sports, even shooting arrows with captions like “that commercial rocked!” JetBlue even joined the conversation, posting a photo of two female pilots. Of the total responses, 39 percent were highly positive. #LikeAGirl emerged from the Ad Bowl as one of the top hashtags of the weekend, and the ad continues to inspire conversation.
Bringing Back the Brady Bunch
Audiences adored the throwback commercial Snickersaired Sunday night featuring several very hungry members of the Brady Bunch. The ad succeeded in capturing the attention of audiences across multiple generations and engaging non-traditional older audiences on social media platforms. Twitter was overloaded with praises for Danny Trejo and Steve Buscemi for their roles as Marcia and Jan. Many commentators also contributed their own versions of the commercial, including filling the roles Buscemi and Trejo played with Seahawks players and commercials that bombed, like Nissan and Nationwide. #BradyBunch trended in conjunction with #EatASnickers. Of all Brady Bunch commercial mentions, a mere 10 percent were negative. Many tweeted this commercial was their favorite part of the Super Bowl.
Loctite Gave Audiences #PositiveFeelings
Where did this brand even come from? A relatively unknown player among brand allstars, Loctitereceived high praises from social media commentators for rebooting the Super Bowl mood. Red fanny packs, hilarious dancing and casting choices were the focus of many Twitter mentions. One fan tweeted in that he had never heard of the brand before but “I feel like I need to buy Loctite glue based on the strength of the commercial alone.” By executing such a provocative commercial Loctite built brand loyalty among new audiences and existing users. Brand ambassadors, like engineers were encouraged by this commercial to emerge and give personal testimonies about their Loctite experiences. Even a dad gave Loctite a shout-out, saying he’s used the glue to repair his children’s broken toys. #WinAtGlue is now trending, prompting many to speculate the low key contender may have won this Ad Bowl by establishing itself as a quirky, unforgettable brand. Maybe that’s why we’re eat the edge of our seats waiting for a Loctite remix.
This article was contributed by Liane O’Neill is a Content Creationist at The Abbi Agency. When she is not preoccupied with picking the best Instagram filter to showcase her two cats, she is attending The University of Nevada, Reno, majoring in marketing and strategic communications.
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