Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The regular entry deadline is on February 10th, 2022.

#BestOfTweets Brand Bowl LV

Entered in Twitter

Objective

For marketers, the Super Bowl isn’t just about football. It’s about the ads and the opportunity to reach an audience of 100M people. Investment in a single ad could spark a national conversation. And without the ability to show measurable impact, marketers rely on conversation as a barometer for success.

We set out to celebrate the most Tweeted-about campaigns from Super Bowl LV, establishing best-in-class marketing to influence how clients use and invest with Twitter. After all, if no one Tweeted about your Big Game ad, was it really a success?

By positioning Twitter as a reliable source of truth in determining whether a marketer’s ad broke through the clutter, we also wanted to drive FOMO amongst brands that weren’t featured.

For marketers, the Super Bowl isn’t just about football. It’s about the ads and the opportunity to reach an audience of 100M people. Investment in a single ad could spark a national conversation. And without the ability to show measurable impact, marketers rely on conversation as a barometer for success.

We set out to celebrate the most Tweeted-about campaigns from Super Bowl LV, establishing best-in-class marketing to influence how clients use and invest with Twitter. After all, if no one Tweeted about your Big Game ad, was it really a success?

By positioning Twitter as a reliable source of truth in determining whether a marketer’s ad broke through the clutter, we also wanted to drive FOMO amongst brands that weren’t featured.

 

Strategy

The best way for marketers to reach people during the Super Bowl is to connect to what’s happening on Twitter, especially when it comes to the conversation around Sunday’s ads. Commercials are the most Tweeted-about topic before, during, and after the Big Game.

As the flagship brand for the #MarketingTwitter community, how could @TwitterMktg connect to the conversation about the Super Bowl ads? By launching an activation to award the real winners – the most talked-about ads on Twitter in #BestOfTweets Brand Bowl LV.

During the game, we partnered with Jeff Wright. The social-first comedy creator took over @TwitterMktg with live commentary and his hottest takes on all the Super Bowl ads, driving conversation amongst fans.

Postgame, @TwitterMktg announced the brands that sparked the most conversation on Twitter in the following categories:

The MVP: The brand that drove the largest overall conversation among Big Game advertisers.

The No-TV Touchdown: The brand without a national TV spot that drove the largest overall conversation.

The Retweet Rusher: The brand with the most Retweets on a single Tweet from a brand’s account among Big Game advertisers.

The re(Play) of the Game: The brand with the most engagements on a single video Tweet from a brand’s account among Big Game TV advertisers.

The Most Creative Play: The brand that best used Twitter to creatively break through, beyond Promoted Tweets and Video.

The Audible: The brand that best adjusted to real-time events as they unfolded.

Results

The immediacy of the campaign resulted in tons of press, 8.5M impressions and a 970% increase in engagement compared to last year’s campaign. We also awarded the winning brands, marketers, and agencies with a social-first trophy to celebrate their victory and create FOMO amongst other marketers.

On advertising’s biggest night, #BestOfTweets Brand Bowl LV kept fans connected around the most talked-about ads on Twitter, proving that conversation is key to winning the Big Game off the field.

 

 

Media

Video for #BestOfTweets Brand Bowl LV

Entrant Company / Organization Name

Open, Twitter

Link

Entry Credits