SocialSocial MediaBrands Take to Twitter to Cross-Promote During Super Bowl

Brands Take to Twitter to Cross-Promote During Super Bowl

During last night's Super Bowl, many brands used the advertisements as an opportunity to begin cross-promotional conversations across social media.

Last night’s Super Bowl proved to be a mixed bag for advertisements, but some brands still managed to win big on Twitter by using other companies’ Super Bowl spots to gain attention.

Doritos combined the popularity of Budweiser’s “Lost Dog” and the sentimentality of Nissan’s “With Dad” ads to create #puppydad. The chip brand also promised to donate $1 to pet shelters across America for every retweet. So far, #puppydad has been retweeted 4,500 times. 

Charmin capitalized on the feel-good message of Coca-Cola’s #MakeItHappy campaign by turning the conversation to toilet paper. Coca-Cola gamely played along by replying to the tweet. 

Always’ empowering #LikeAGirl spot was a big hit during the big game, and it was also an opportunity for JetBlue to join the conversation by tweeting a picture of the company’s female pilots.  

But the undisputed winner of last night’s Super Bowl social media was McDonald’s, which gave away other brands’ products as their Super Bowl spots aired in exchange for retweets as part of its “Pay with Lovin'” campaign. For example, during Mercedes-Benz’s “Fable” ad, McDonald’s gave away a Mercedes C300, and during a Doritos spot, the company gave away a “wheelbarrow full” of the chips. The Twitter campaign was a success, gaining McDonald’s more than 400,000 retweets. 

Related Articles

How can I tell if my social media strategy is generating results?

Social Media How can I tell if my social media strategy is generating results?

8m Tereza Litsa
Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

10m Mike O'Brien
QQ: The biggest digital platform you've never heard of

Asia QQ: The biggest digital platform you've never heard of

10m Carrie Law
What is rapid-response marketing and how should brands use it?

Campaigns What is rapid-response marketing and how should brands use it?

1y Al Roberts
Which social media networking sites should brands keep an eye on?

Social Which social media networking sites should brands keep an eye on?

1y Tereza Litsa
Meeker's Internet Trends Report: How social media affects customer support

Social Meeker's Internet Trends Report: How social media affects customer support

1y Tereza Litsa
Four lessons for creating a joined-up social strategy

Social Integration Four lessons for creating a joined-up social strategy

1y Linus Gregoriadis
How to measure the ROI of social media campaigns

Analytics How to measure the ROI of social media campaigns

1y Tereza Litsa