Just 10 years ago, Super Bowl ad teasers were relatively rare. Viewers could anticipate a few of the commercials that would air during the action, but most were a surprise. Today, however, advertisers have upped their game, releasing entire ads early and supporting them with multifaceted social campaigns.
For brands with the ambition (and resources) to make an advertising splash during the big game, social media has become a playing field that’s just as important as the ads themselves.
To see which brands enjoyed Foles-worthy performances last night, we turned to the Sprinklr BrandBowl, which measures the volume and variety of social chatter surrounding over 35 of this year’s major ads.
The night’s biggest surprise success story was Avocados from Mexico, which ran a giddy spot about a futuristic Avocado-based society that quickly falls into chaos. That ad, plus cross-promotional efforts with humor website Funny or Die, vaulted Avocados from Mexico to the top of the BrandBowl standings (not to mention other rankings).
Given the massive chatter around the Tide ads (more on those in a second), it may seem surprising that the Avocado campaign performed best in the Brand Bowl. It’s important to remember, though, that Avocados from Mexico pushed its hashtag (#guacworld) far more than Tide did, which can explain the campaign’s winning status.
Avocados from Mexico also started its campaign a week before the game, responding to tweets and running contests with fans. This gave the brand momentum going into Sunday, with the TV ad itself providing the final piece of the puzzle.
The @AvosFromMexico Big Game commercial teaser is out! Check it out and be on the lookout for the commercial while you eat some guacamole. RT for a chance to win! #GuacWorld #Sweepstakes #SB52 https://t.co/0A6AOnH26j
— KimmiD.S. (@islandKIMMI) January 27, 2018
Almost a Clean Sweep
While every commercial last night was not, in fact, a Tide ad, the pod maker had a relatively spotless performance across social media. The hilarious, cliche-skewering campaign starring David Harbour drew over 100,000 mentions on Twitter, Instagram public hashtags, Reddit, YouTube and Tumblr.
A Welcome Sip of Nostalgia
In the game of social chatter, Tide was followed by Pepsi, whose pre-halftime spot featured callbacks to the company’s pitchmen and women from the past few decades, including Cindy Crawford, Jeff Gordon, and Michael Jackson.
On social, Pepsi promoted its ad alongside giveaway contests that drove an impressive amount of user engagement.
— Pepsi™ (@pepsi) February 4, 2018
Other Viral Hits
An Emoji’s Worth a Thousand Words
This year’s crop of advertisements spurred plenty of emoji-based responses on social. Given how funny many of the commercials were, it’s no surprise that the ubiquitous crying-face was the most used emoji in relation to super bowl ad content.
The trusty football emoji bounced into second place, while the eye-rolling face’s 4th-place performance reflected that not every ad was a smash hit.
A note on methodology:
The Brand Bowl gathered social data from Twitter, Instagram public hashtags, Reddit, YouTube and Tumblr collected in real time on February 4th 2018 for 24 hours, from 12:00am to 11:59pm ET, using Sprinklr’s Listening Insights solution. Sprinklr analyzed the most popular hashtags and brand mentions for 35+ major Super Bowl commercials and pulled out the 15 most talked about commercials to include in the Brand Bowl.
Mentions of brands were only included if they simultaneously mentioned one (or more) of the general Super Bowl hashtags to ensure mentions are not related to customer care requests or other brand campaigns.
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