Which brands won (and lost) the Super Bowl on Twitter
With 23 first-time advertisers, the pandemic’s impact on commercial production and 30,000 fan cutouts filling the stadium, Super Bowl LV was a new experience. One thing that remained the same, however, was that Twitter was the platform of choice for viewers to share their opinions.
While brands mostly saw positive sentiment, some saw backlash and others divided audiences.
Analytics firm Brandwatch analyzed social mentions and sentiment on Twitter for all Super Bowl-ad tweets during the game. Collectively, brands saw more than 916,000 mentions (or 3,800 mentions a minute) on Twitter.
Of the nearly 50 brands that Brandwatch analyzed, two topped the charts in terms of social interactions—and they were both PepsiCo brands.
PepsiCo’s Mtn Dew’s 30-second spot starring John Cena promoting its new Major Melon flavor paid off, at least on social media. The second-quarter spot from TBWA\Chiat\Day New York generated more than 318,000 mentions (or 1,300 mentions per minute) on Twitter. Those numbers mean that Mtn Dew was responsible for 35% of all brand mentions during the game.
It’s not exactly surprising—the spot itself challenges viewers to count the number of Mtn Dew bottles that appear in the ad and tweet the correct number at the brand to win $1 million. What is surprising is the amount of people who took their attention away from football to partake in the game. The brand has not yet announced the winner. Mtn Dew also saw the highest positive sentiment for its spot—an impressive 95.49% of all mentions were positive.