Monday, February 3rd, 2020 | 8 min read
Once again, I watched the Super Bowl for one thing – the commercials. Filled with celebrity appearances, catchy jingles, dancing cowboys, emotional messages and even a baby peanut, the ad roster from Super Bowl LIV didn’t disappoint.
For the second year in a row on football’s biggest night, Sprinklr partnered with Twitter to find the biggest winners off the field. Supporting Twitter’s #BestofTweets, a roundup of the best brand campaigns on Twitter, Sprinklr analyzed millions of conversations on Twitter surrounding the Super Bowl to find the brands that broke through the noise.
Here are this year’s #BrandBowl54 winners, with Sprinklr analyzing global Tweets from the Super Bowl coin toss at 6:35pm ET to the end of the game at 10:12pm ET:
With 351,742 mentions, Pepsi is the brand that drove the largest overall conversation among Super Bowl advertisers. Super Bowl LIV marked Pepsi’s eighth year as title sponsor of the Super Bowl Halftime Show, featuring Jennifer Lopez and Shakira. Fans were encouraged to Tweet their predictions for how the performance would come alive, guessing everything from the number of backup dancers, to the chance of a special guest performer. Tweeting a correct pick scored fans big prizes throughout the game. It also drove trial of their Pepsi Zero Sugar product, giving people an easy way to get reimbursed for trying the beverage. Additionally, the Pepsi Zero Sugar commercial created Twitter buzz with thousands talking about Missy and H.E.R. singing a remixed version of The Rolling Stones “Paint It Black.” The ad already has more than 4 million views on YouTube.
Doritos won the most Retweeted brand, with nearly 3K RTs. Watching musician Lil Nas X and actor Sam Elliott showdown in the western #CoolRanchDance with great dance moves was a big fan favorite. The brand encouraged RTs and mentions of the #CoolRanchDance on Twitter by asking fans to send their own #CoolRanchDance and RT in order to get Billy Ray Cyrus to dance.
With more than 16K positive mentions, Google Assistant tugged at our heartstrings with its ad featuring an elderly man remember about the love of his life – Loretta – with the help of Google. According to USA Today, The ad is titled “Loretta” and features the real-life grandfather of a Google employee. The ad created an emotional reaction on Twitter from many viewers, even those in crowded bars.
— Hoda Kotb (@hodakotb) February 3, 2020
Tums had a whopping 72,457 mentions on Twitter during the Super Bowl without running a single TV commercial. How did the brand achieve this? With a popular #TUMSWORTHYsweepstakes. During the game, Twitter users were encouraged to Tweet the the TUMSmoji 🔵 and #TUMSWORTHYsweepstakes during every “TUMSworthy moment” for a chance to win $54,000 or a getaway. Plenty of brands put out contests on Twitter, so why did this work so well for Tums? First, the competition was tied to a major event. Second, they used an emoji and hashtag that were very unique to their brand. Third, they offered big prizes. And finally, they pinned their Tweet promoting the contest ahead of the Super Bowl and Tweeted about it throughout the game.
With nearly 100k mentions from the coin toss to the final score, Planters succeeded in generating Super Bowl buzz. Most mentions were for the brand’s Super Bowl commercial which takes place during Mr. Peanut’s funeral and introduces a tiny mascot – #BabyNut. Baby Mr. Peanut – or #BabyNut – is incredibly adorable. His dancing caught the attention of many people on Twitter, who responded with thousands of comments and laughing emojis. And of course, there’s now a new Twitter debate about which is cuter – #BabyNut or #BabyYoda.
— A.G. Nonsuch 🦆 (@AG_Nonsuch) February 3, 2020
Sprinklr, a provider of enterprise software for customer experience management, analyzed global Twitter data in real time during the Super Bowl on Sunday, February 2nd from the coin toss to the final whistle. Sprinklr identified the brands in the following categories on Twitter:
1. Most Tweeted About Brand. Sprinklr’s Share of Voice metric is used to determine this brand. Sprinklr Share of Voice is the percentage of total mentions for one brand/person/entity over the sum of the total mentions on Twitter. Mentions for Twitter include public tweets, retweets and replies.
2. Most Positive Sentiment. Sprinklr’s Share of Voice metric is filtered to show only positive sentiment. Sprinklr Sentiment Analysis uses Natural Language Processing and Machine Learning to analyze and categorize opinions expressed by people on Twitter as positive, negative, or neutral according to the sentiment expressed by them. Sprinklr’s Natural Language Processing and Deep Learning model is trained using huge volumes of pre-labeled datasets which enables the model to predict accurately for almost any kind of text. Pre-labeled training data is a dataset that is already labeled as either positive, negative, or neutral. Sprinklr’s model is tested on new datasets and adjusted again and again until the model reaches the desired accuracy level.
3. Most Tweeted About Without an Ad Spot. Sprinklr’s Share of Voice metric is filtered to only include brands that did not have a TV commercial during the Super Bowl.
4. Most Retweeted. Sprinklr’s engagement capabilities are able to track all retweets of brands in real time.
Sprinklr tracked all global Super Bowl mentions and all brand mentions during the Super Bowl, including all advertisers and brands that didn’t have an official ad spot. Sprinklr collected all Tweets that contained any of the following terms: Super Bowl LIV, #SuperBowl54, #SuperBowl, Super Bowl or Super Bowl 54. Sprinklr also collected mentions of any brand name or brand hashtag associated with the Super Bowl.
If a person Tweeted about a Super Bowl advertisement without mentioning words or hashtags related to the Super Bowl, Sprinklr still collected that Tweet. Sprinklr achieved this by setting up listening queries for every single Super Bowl advertiser and celebrity in an ad ahead of the game. If a brand was mentioned during the game that didn’t have an official ad spot, Sprinklr immediately added a new query for this brand and back-filled Tweets to capture every single brand mention during the Super Bowl.
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