Twitter has long been the “second screen” of the Super Bowl with fans and brands alike sharing their thoughts on the game. This year, brands had a lot of positive plays off each other's ads, and even brands that did not run national ads during the game were quick to participate.
Ad Age has rounded up some of the top brand tweets from Super Bowl LVI.
Sam’s Club’s Super Bowl ad featured Kevin Hart showing off its scan-and-go “VIP” features for shoppers. When Michelob Ultra asked if they needed to bring ice to the virtual party, Sam’s Club said that Bengals quarterback Joe Burrow was already on it. Burrow’s nicknames include Joey B, Joe Shiesty, and, fittingly for this Twitter conversation, Joey Brrr.
Several brands reminded consumers that advertised items go together, like beer with chips and dip. That was the case for Avocados From Mexico, which asked Budweiser fans if they had “guac in one hand and a beer in the other.” Despite the U.S. pausing avocado shipments from Mexico just a day before the Big Game, AFM’s Twitter account didn’t seem fazed, posting GIFs tying guacamole to other brands.
State Farm was an active Twitter participant, getting in on the conversation without running a national in-game spot. After the Planet Fitness spot featuring Lindsay Lohan, Jake from State Farm posted a meme in reference to Lohan’s 2004 movie “Mean Girls.” The image refers to a scene where a character famously says, “She doesn’t even go here.”
Coinbase’s QR code ad had viewers chasing the bouncing box around their screens. Twitter was soon overrun with references to the old DVD logo and happiness that the QR code box satisfyingly hit the corner of the screen. Several brands quickly released their own spoofs with codes leading to their websites. Planters, whose local in-game ad featured Ken Jeong and Joel McHale, posted, what else, a bouncing peanut, asking what the QR code led to.
DraftKing’s ad featured the character Fortune, a black-clad chick with eyeliner and blunt bangs. On Twitter, the sports betting brand's account kept up with prop bets, such as the length of the national anthem, and the color of the Gatorade dumped on Rams coach Sean McVay. The account also posted big bets that were placed during the game and their payouts. This was one of the cheekier brand feeds, posting “Wake me up for the wardrobe malfunction” just before the halftime show, and this tweet aimed at the Bengals offensive line:
It’s all fun and games until someone actually ingests soap. That must have been the thought behind a tweet posted by the U.S. Consumer Product Safety Commission after seeing Uber Eats’ ad. In the spot, folks assume that anything delivered by Uber Eats is food. Trevor Noah bites into a pencil, Gwyneth Paltrow nibbles on a candle, and Nicholas Braun tries dish soap. Clearly, this was reminiscent of folks eating Tide Pods. Better safe than sorry.
