Social Bowl 2014: Top 12 Brands of Super Bowl XLVIII
Tracx, the only official enterprise social platform of the Super Bowl Host Committee, analyzed online conversations around Super Bowl XLVIII TV spots. Some were controversial, some pulled on heart-strings, and others made us laugh.
Below, you’ll find the Top 12 brands with commercials during the Super Bowl, ranked by volume of organic online conversations – beyond voting or YouTube views. These were the brands who created the most immediate buzz during, immediately after, and the Monday following the Super Bowl.
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Budweiser knocked it out of the park this past Sunday, airing two commercials that both drove tons of online conversation. The first supported the beer giant’s #BestBuds campaign, and featured a heart-warming friendship between a puppy and the famous Clydesdale horse. Bud’s second commercial also tugged at the nation’s heartstrings, featuring a U.S. Army soldier returning home after service. This ad bolstered Budweiser’s #SaluteAHero campaign.
Microsoft placed a heavy question on the table by asking, “What is technology?” in their Big Game advertisement. People were clearly inspired as the tech juggernaut portrayed tangible examples of how technology has united people and brought us to places we’ve only dreamed about.
Pepsi got people “hyped” for the Super Bowl Halftime Show by producing an ad in which various landmarks around NYC were used as instruments by a giant pair of human hands.
Coke’s multilingual rendition of “America The Beautiful” motivated lots of people to take to social media in order to express opinions. While the ad did receive positive sentiment, it left a bitter taste in the mouths of some conservative pundits.
#5: Bud Light
Bud Light kept it…well…light in their continuing series of commercials throughout Sunday’s Super Bowl. The ad, which bolstered Bud Light’s #UpForWhatever campaign, showed an average Joe enjoying a night of debauchery with various celebrities. Clearly, people were jealous of Ian’s experience.
#6: Radio Shack
RadioShack successfully attempted to revitalize its image by airing a commercial in support of their #InWithTheNew campaign. The light-hearted ad featured a plethora of iconic characters from the 1980’s, and showed that Radio Shack maintains a sense of humor as they address their formerly outdated company strategy.
T-mobile brought in Tim Tebow to be the face of their #NoContract campaign. The comical commercial showed the athlete fulfilling his childhood dreams in his free time without a football contract.
Doritos continued its “For The Bold” campaign by airing an ad in which a young boy tricks a grown man into believing his cardboard box time machine in fact teleported the man to the future. People got a kick out of this concept, and took to social to share.
David Beckham continued to represent H&M on Sunday, as he starred in an advertisement for his signature line of body wear in which he traversed a concrete jungle in his underwear. The campaign is formally named #BeckhamforHM.
#10: Transformers: Age of Extinction
Paramount Pictures got people excited for the upcoming film, Transformers: Age of Extinction. By revealing epic action sequences from the film, and announcing Mark Wahlberg’s participation, the company got people to express their anticipation online.
Chrysler went the Patriotic route on Sunday, revealing their #AmericasImport campaign. The ad featured Bob Dylan, and showcased the originality, authenticity, and superiority of American-made vehicles. Some took to social media to praise Chrysler, while others felt that the Patriotism was a little much.
M&Ms were featured in a hilarious ad in which a seemingly evil villain brings a living peanut M&M to his secret hideout, and divulges his intentions to chop him up into little pieces…and sprinkle him on a big bowl of ice cream. People clearly found this funny, as M&Ms continue to reap the success of their unique marketing campaigns.
Honorable Mention: JC Penny
While JC Penny was not an official advertiser during the Super Bowl, their “#TweetingWithMittens” campaign cannot be ignored. Their Social Media activity, while questionable at times, produced more buzz than many of the other large brands who spent $4+ million on TV spots. Whether planned or not, these types of disruptive antics can definitely have an impact on a brand.
Big ad spend during the Super Bowl can produce major brand awareness and social chatter, but a good social strategy is just as important as the ad spend. From a contest like Doritos, to opportunistic Tweets like JC Penny (or for a better example: Oreo’s “You can still dunk in the dark” Tweet), Social Media monitoring, managing, and analyzing must be a part of all advertising initiatives moving forward.