Pepsi takes top honors in Twitter’s inaugural #BrandBowl
The halftime show sponsor received the highest share of brand-related tweets sent during the Super Bowl to earn the #MVP award.
Hours after the Philadelphia Eagles were crowned the winners of Super Bowl LII, Twitter announced that Pepsi had won the first-ever #BrandBowl.
The soda marketer — and sponsor of the Super Bowl Halftime Show — took top honors as the most tweeted-about brand in Twitter’s inaugural competition. It can be argued that, as the sponsor of the Super Halftime Show, Pepsi would have had an unfair advantage since Twitter was supposed to count, in addition to the brand’s Twitter handle and official hashtag, other related terms people may include in tweets, such as the names of a brand’s celebrity spokespeople, i.e. halftime show performer Justin Timberlake. However, to keep a level playing field, Twitter made an exception in Pepsi’s case and did not count tweets related to the halftime show performance (“Justin Timberlake, “Prince,” etc.), according to a Twitter spokesperson.
Twitter did not release any stats for any of the awards, such as the percentage of brand-related tweets that mentioned Pepsi.
Announced last week, #BrandBowl marks the company’s attempt to formalize its association as the social network for Super Bowl advertisers, though it also honored brands that didn’t air spots during the big game. Winning brands will receive actual trophies, as well as access to exclusive Twitter ad products and consumer research.
Here is the full rundown of the #BrandBowl52 brand winners:
Awarded to the brand that received the highest percentage of brand-related tweets.
Awarded to the brand that generated the most tweets per minute.
Co-winners: Doritos and Mountain Dew
Awarded to the brand that received the most retweets on a single tweet.
Winner: Universal Pictures’ “Jurassic World”
Awarded to the brand that did not run a national TV spot during the game but received the highest percentage of brand-related tweets.
Winner: Ally Bank
Twitter also recognized the most tweeted-about brands in several verticals.
Winner: Bud Light
Winner: Ram Trucks
Consumer packaged goods
Winner: Avocados from Mexico
Winner: HBO’s “Westworld”
Home and health care
Winner: No winner named (no home and health care brands enrolled in the competition)
Winner: Amazon Echo
Technology and telecommunications
Winner: Tourism Australia
Check out many of these ads and teasers aired ahead of game day in our big roundup of Super Bowl LII ads.