Twitter Publicizes the Winners of its ‘Model Bowl’ Tremendous Bowl Marketing campaign Awards
With Tremendous Bowl LVI now within the books, it’s time to have a look at the opposite large winners of the day – the manufacturers whose Tremendous Bowl advertisements stood out and gained probably the most consideration in the course of the occasion.
Celebrating the most effective in Tremendous Bowl advertisements, Twitter has introduced the winners of its fifth Brand Bowl, together with the manufacturers that generated probably the most retweets, probably the most inventive use of tweets, the most effective real-time marketing campaign changes and extra.
Right here’s a have a look at this yr’s award winners, and tweets they used to achieve traction throughout Tremendous Bowl LVI.
First off, the MVP, being the model that drove probably the most general dialogue amongst large recreation advertisers. For the fourth time, Pepsi’s sponsorship of the halftime present gave it a leg up, which noticed it take out the highest award as soon as once more.
The halftime celebration, which included an array of hip hop legends, generated a heap of hype, and that dialogue helped propel Pepsi’s model mentions above all others in the course of the recreation.
In fact, being a chief sponsor is clearly a bonus right here, and as I’ve noted previously, possibly Twitter must evaluate its standards of this award, or take Pepsi out of the operating, possibly naming the award within the firm’s honor as a substitute. However because it stands, Pepsi is as soon as once more the massive winner when it comes to model mentions, and driving dialogue within the app.
In the meantime, the model that noticed probably the most retweets on a Tremendous Bowl marketing campaign tweet was FTX, with this Larry David-led tackle crypto investing.
That tweet’s seen 172k retweets so far. It in all probability helps that the marketing campaign additionally features a Bitcoin giveaway for retweets, which, if something, exhibits that giveaways are efficient in driving extra engagement.
When it comes to video tweets particularly, Marvel’s new preview of its upcoming Physician Unusual film noticed probably the most engagements on a single video tweet.
It’s powerful to take any actual marketing campaign or inventive perception from that one, as the one actual lesson you may take away could be ‘market a Marvel movie’. Exterior of that, there’s not a heap to glean from this, however as a broader focal point, it does underline how films drive important dialogue within the app.
Essentially the most inventive use of Twitter went to Expedia which responded to different Tremendous Bowl advertisements with these prompts to journey to numerous locations primarily based on every.
That marketing campaign additionally features a giveaway, once more underlining using prizes as a promotional ingredient.
In one other class, Mr Peanut received the real-time response vote for this tweet, taking part in on the favored Coinbase ad that ran in the course of the recreation.
Which is… it’s okay, I assume. I imply, it’s inventive and hyperlinks to a development.
When it comes to classes to remove from the newest Tremendous Bowl advertisements, there’s not a heap of strategic notes right here, as a lot of the campaigns labored as a result of they have been from large manufacturers or franchises, and concerned main giveaways, boosting their numbers.
If something, giveaways could be the massive tip, highlighting that individuals will assist to spice up your promotions if there’s a chance of them getting free stuff consequently, whereas there are additionally some attention-grabbing inventive notes in responding to traits with the intention to latch onto broader discussions.
So, giveaways and real-time response, in-line with the broader viewer expertise. These appear to be the important thing ideas. You’ll be able to try all of the Twitter Model Bowl winners for 2022 here.