The McDonald's Super Bowl stunt on Twitter paid off. At least on Twitter.
Ad Age is first to reveal the results of "Top Spot," Twitter's online polling for the best ads in Sunday night's Super Bowl. McDonald's won handily, earning almost 200,000 more interactions on Twitter than the runner-up, Always. Twitter measured interactions as mentions of the brand, its product, its tailored hashtag, its stars in the ad and other unspecified metrics. Those interaction metrics undoubtedly help put McDonald's over the top. The Golden Arches brand dedicated its evening to Twitter's interactive card platform, a product the social-media company has, in the past year, pitched loudly to advertisers.
Over 28.4 million tweets were sent during the game, related to the match and the halftime show, topping last year's total by over 3 million missives.
Previously, Twitter ran the voting contest as "Ad Scrimmage," with Jaguar USA claiming the top prize. For that one, Twitter users clicked out to vote for the poll. Its iteration this year allowed for more inline video, another growing emphasis for the company.
Nationwide, whose grim ad merited significant online attention, did not participate in Top Spot.
Click on the image below to watch the tweets flood in from across the country during Sunday night's game (or click here).