Political junkies have known for years that televised events are so much better when you log on to a second screen while watching them. There’s a reason @InvisbleObama still has more than 50,000 followers on Twitter almost 18 months after Clint Eastwood addressed an empty chair at the Republican National Convention.
Then last year, when the lights went out at the New Orleans Super Dome during the Ravens v. 49ers game, and Oreo’s tweet about dunking in the dark was re-tweeted more than 16,000 times, sports fans and brands figured it out too. In fact, according to a Reuter’s story late last week, Facebook and Twitter were both vying to be the second screen venue of choice during last night’s big game.
So who were the social media winners and losers during Super Bowl XLVIII? With a blowout game, no clear winner on the advertising front, a dazzling but noncontroversial half-time show, and lights that stayed on all night, brands had to huddle to find opportunities to stand out. Here are our picks for the Second Screen Awards: Super Bowl.
Crowd Favorite Award: Budweiser
According to MediaWeek, Budweiser dominated social media last night with 185,000 tweets and 36 million YouTube views, based on its Clydesale horse meets puppy ad.
Feel Good Award: Bank of America
Who would have thought one of the most vilified brands in America, would come out on top? Bank of America scored big last night when it partnered with U2 and iTunes to support Bono’s Product (RED) charity and donate money for every download of the band’s new single. On Facebook, the bank offered behind the scenes video of U2 in the studio. Posts and tweets were mixed, but mostly positive:
@shaunstripling Ok, switching my account to BofA, Bono you are never invisible. #amiright? #frankbowl @FrankAboutWomen
@arnicas @sgoggins I was good with it till the BofA part
The Most Relevant Content Award: DiGiorno Pizza
DiGiorno did a great job last night with authentic relevant tweets like these:
All of you in the stadium right now, look under your seats. YEP! A DIGIORNO PIZZA #NotReally #ThatWouldBeCoolThough #SB48
#DidYouKnow In many nations MVP stands for Most Valuable Pizza. Not sure if that’s true but it feels true
The Were They or Weren’t They Award: JC Penney
JC Penney had everyone speculating, and tweeting, last night when the company appeared to have a drunk tweeter in charge. After the company tweeted,
Who kkmew theis was ghiong tob e a baweball ghamle
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Other brands jumped in the discussion to offer advice like this:
@coorslight .@JCPenney We know football goes great with Coors Light, but please tweet responsibly.
The retailer explained they weren’t drunk, just #tweetingwithmittens. According to the Washington Post, the tweets generated more than 41,000 retweets. In comparison, the week before the game, they averaged only 20 retweets per tweet.
Best Use of Video Award: Tide
While appearing to try very hard to make the brand relevant, Tide was one of a few companies that used Vine effectively last night. The company capitalized on other brands ads with tweets like this:
Love is in the air @Chevrolet. But love can get messy @Tide #GetsItOut #SB48 https://vine.co/v/Mz2FxDL5MW5
Bear in @beatsmusic ad has serious moves. Our bear? Not so much. Watch out for big bad stains. @Tide #GetsI…
Sideline Award: Oreo
Perhaps knowing they couldn’t top last year’s true organic moment, Oreo tweeted “we’re going dark tonight” and sat out the game. Progressive also stayed out of the fray after tweeting, “What do car insurance and football have in common? Nothing. Talk to you after the game! pic.twitter.com/43oyfp99WS”
The Nice Try Award: Planned Parenthood
Planned Parenthood tried to get in the action by capitalizing on safety in the first quarter of the game with a relevant tweet:
@PPFAQ Don’t go into the end zone without protection. http://p.ppfa.org/1fFsUvv #condoms #SuperBowl
Platform Winner Award: Twitter
Pinterest and Instagram were pretty quiet last night. Facebook may have fared better had there been a game to speak of. But Twitter was clearly the place to be during the game. Even former First Lady and Secretary of State was tweeting with this gem, which we’re calling:
A Good Defense Is a Better Offense Award
@HillaryClinton It’s so much more fun to watch FOX when it’s someone else being blitzed & sacked! #SuperBowl.