Twitter’s #BrandBowl52 Recap

Racepoint Global

Written by: Jane O’Connor ─ Account Coordinator

The Eagles weren’t the only team who took home a win last night; Twitter has announced the winners of its #BrandBowl52.

  • #MVP Award: Pepsi’s #ForTheFans throwback ad won the award for highest percentage of all brand-related tweets during the game
  • #Blitz Award: Doritos & Mountain Dew drove the highest velocity of tweets-per-minute for their co-branded rap battle ad starring Peter Dinklage and Morgan Freeman
  • #Quarterback Award: The tweet linking to Jurassic World’s new trailer won the award for the most retweets on a single tweet
  • #Interception Award: Ally Bank won the #Interception Award, which went to the brand without a national TV Spot who drove the highest percentage of brand conversation

I have mixed feelings about participating in the #BrandBowl52. I didn’t love the fact that I had to retweet @TwitterMktg’s tweets in order to be engaged because I don’t feel like that is something my followers or friends really care about. I also found the premise a bit convoluted – how to partake in the competition and what would go on during it was hard to track.  On the other hand, with all the commotion that is going on during the game, it was a nice way to be able to go back and look at all of the ads I may have missed. Additionally, it was a nice way to experience more of the conversations that were surrounding the ads.

My Racepoint colleagues and I were on the lookout for digital extensions to the TV spots. I have to give it to the Brand Bowl for making me learn more about the #Interception award winner, Ally Bank. I had not heard of this brand prior to their participation in the Brand Bowl and had I not been partaking in the #BrandBowl52 or following up on the winners, I wouldn’t have seen their digital extension. Ally launched an augmented reality game in their app during the Super Bowl. After downloading the app, users would drag falling bills into their digital piggy bank, and earn points, which can be exchanged for cash prizes. It was a pretty effective play.

Overall, I wouldn’t say that the Twitter #BrandBowl52 was anything extremely impressive or groundbreaking, though it will be interesting to see if the time spent in the app and the number of overall tweets dramatically increased this year over the last and if we will be seeing a #BrandBowl53.