With Super Bowl LVI concluding, Twitter recognizes the other big ‘Winners’ of the day, specifically, the brands whose Super Bowl ads stood out the most during the event. To celebrate the best Super Bowl ads, Twitter announced the winners of its fifth ‘Brand Bowl’ awards, including the brands that generated the most reTweets, the most creative use of Tweets, the best real-time campaigns, and more.
Awarding
The first and most prestigious award is the ‘MVP’, which is also the brand that drove most overall discussion among big-name advertisers. For the fourth consecutive time, Pepsi’s sponsorship of the halftime show gave it the edge, once again allowing it to snag the top award. The halftime production, featuring a dazzling array of hip hop legends, built up much hype. The discussion that followed helped propel Pepsi’s brand mentions above all competition during the game.
Being a chief sponsor does have its advantages, however. On that note, perhaps Twitter must also review its criteria for the award, or take Pepsi out of the running by naming the award in the company’s honor instead. Nevertheless, Pepsi stands as the reigning-defending champ when it comes to brand mentions.
Next, the brand that showed the most reTweets on a Super Bowl campaign Tweet was FTX with their Larry David-led take on crypto investing. This particular Tweet has seen around 172k reTweets, further aided by the campaign’s quirk of handing out Bitcoin giveaways for reTweets, effectively driving engagement.
When talking about video Tweets specifically, Marvel’s latest preview of its upcoming Doctor Strange movie saw the most engagement. How the Sorcerer Supreme found his way into one of the largest sports events of the year is beyond us.
The most creative use of Twitter award goes to Expedia, who responded to other Super Bowl ads with these prompts to travel to various destinations based on each. This campaign also included a giveaway, which underlines the use of incentives as being a major promotional element.
Another category has the brand Mr. Peanut winning the real-time response award for this Tweet. It played on the popular Coinbase ad that ran during the game. It’s so random that it works, playing off an immediate trend that was highly relevant, at least at the time.
The Wrap
There’s not much in terms of lessons or key takeaways here, considering that these “successful” Super Bowl ads came from big brands and franchises, involving certain appeals such as giveaways, which only helps further boost their numbers. The biggest insight has to be that giveaways are and will remain to be key advertising elements that play on the psychological dynamics of incentivizing action – people are more likely to do stuff if they can get something out of their participation.
You can check out the full list of winners here. So, as far as key takeaways go, it’s mainly with rewards-based campaigning as well as focusing on real-time responses, in-line, of course, with broader viewer experiences. If you can give away free stuff and be witty enough to capitalize on in-the-moment trends, then you might just find yourself winning a Brand Bowl award yourself.
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