Last night’s Super Bowl proved to be not just a match between two football teams but also a contest among advertisers. Tasked with producing the most buzzworthy commercial, creative teams pulled out all the stops—and a great deal of cash.
The big winner of the evening was Twitter, which got a shout-out in 26 of the 52 national commercials aired during CBS’ coverage, according to Marketing Land. Facebook was mentioned in just four spots and Google+, supposedly the world’s second most-popular social network, was benched completely. Instagram and YouTube were each mentioned once.
It seems the hashtag branding paid off, too, because out of the nearly 21 million tweets about the game, roughly 30 percent were about the ads, according to an infographic from Whispr Group. And which brands were the talk of the Twittersphere? Go Daddy got the most attention with about 290,000 mentions, although only 14 percent of those were pro-Go. Taco Bell received about 162,000 mentions and scored about 10,000 new followers, more than any other brand.
When all went dark in the Superdome in the third quarter, the brands that reacted in real-time on Twitter earned some additional yards. Oreo tweeted “Power out? No problem.” and shared a graphic that reads “You can still dunk in the dark.” Likewise, Tide tweeted, “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower.”
Check out our top 10 tech commercials of Super Bowl XVLII below and let us know in the comments section which ones you think are touchdowns.
10. “World War Z”
Overheard during the viewing of this trailer: “Oh, it’s the movie with all the falling bodies.” (For more geeky flicks coming out this year, read PCMag’s 2013 movie preview.)
9. BlackBerry “What BlackBerry 10 CAN’T Do”
8. “Star Trek Into Darkness”
Star Trek Into Darkness: The Unofficial Sponsor of the Super Bowl XVLII Blackout.
7. GoDaddy.com “YourBigIdea.co”
In Go Daddy’s second ad, it urges you to register the domain for your big idea before someone else does…and makes millions and hires a sky waitress.
6. E-Trade “Save It”
The Talking Baby drops some knowledge on “blowing this fat stack of cash” that you could save from reduced brokerage fees.
5. “Iron Man 3″
This “extended look” is about one minute longer than the action-packed Iron Man 3 spot that aired during the game, but it reminds us why Robert Downey Jr. makes a boss Tony Stark.
4. Samsung “The Next Big Thing”
This two-minute spot featuring Paul Rudd and Seth Rogen, who are both under the impression that they have been selected to represent “The Next Big Thing,” could have been a deleted scene from an Apatow flick.
3. Stephen King’s “Under the Dome”
“Say goodbye to the outside world” is all the warning you get in this menacing trailer for a CBS miniseries based on a novel by Stephen King coming this summer. The ambiguous ad tells viewers very little, but directs them to www.underthedome.com.
2. GoDaddy.com “Perfect Match”
Perhaps the most talked-about commercial leading up to the Super Bowl, a nerd scores a 10-second kiss with model Bar Refaeli, representing the union between smart and sexy.
1. Best Buy “Ask Amy”
“What’s the cloud? Where is the cloud? Are we in the cloud now?” are among the many questions the confused Amy Poehler asks a Blue Shirt while racing around Best Buy.
By Meredith Popolo, PCMag