With 23 advertisers for the first time, the impact of the pandemic on commercial production and 30,000 fan clippings filling the stadium, the Super Bowl LV was a new experience. One thing that remained the same, however, was that Twitter was the preferred platform for viewers to share their opinions.
While brands have mostly seen positive feelings, some have seen adverse reactions and others have divided the audience.
Analysis firm Brandwatch analyzed social mentions and sentiments on Twitter for all Super Bowl ad tweets during the game. Collectively, brands saw more than 916,000 mentions (or 3,800 mentions per minute) on Twitter.
warm
Of the nearly 50 brands that Brandwatch analyzed, two topped the charts in terms of social interactions – and both were PepsiCo brands.
PepsiCo’s 30-second announcement of Mtn Dew, starring John Cena promoting his new Major Melon flavor was worth it, at least on social media. The second quarter announcement of TBWA Chiat Day New York generated more than 318,000 mentions (or 1,300 mentions per minute) on Twitter. These numbers mean that Mtn Dew was responsible for 35% of all mentions to the brand during the game.
It’s not exactly surprising – the ad itself challenges viewers to count the number of Mtn Dew bottles that appear in the ad and tweet the correct number on the brand to win $ 1 million. What is surprising is the number of people who diverted their attention from football to participate in the game. The brand has not yet announced the winner. Mtn Dew also saw the highest positive feeling for his spot – an impressive 95.49% of all mentions were positive.