Oreo's viral “Dunk in the Dark" tweet may be the most recognized example of real-time Super Bowl marketing, but plenty of other brands have achieved similar social success (or mighty fails) by latching onto pop culture during the Big Game.
Adweek asked social vendors Spredfast and Shareablee to find the most memorable Super Bowl tweets from the past two Super Bowls—after Oreo’s 2013 hit.
Here are the top eight moments (in no particular order):
Retweets and likes: 70,000
Always' empowering #LikeaGirl campaign racked up 70,000 retweets and likes from a series of tweets during last year’s game, including one that used Twitter's built-in video player to play the campaign’s full three-minute spot.
All told, the #LikeAGirl has generated more than 337,000 tweets.
Retweets and likes: 69,000
The retailer's Super Bowl stunt in 2014 nabbed 69,000 engagements from three tweets that at first glance looked to have been sent by a drunk social media manager but ended up promoting sales of mittens.
More than 136,000 tweets
Coke’s Super Bowl campaign last year encouraged users to mark negative tweets with the hashtag #MakeItHappy. Five tweets published to Coke's corporate account generated 600 likes and retweets.
After Gawker pranked the brand and Coke pulled its automated tweet program, it continued to generate more than 136,000 hashtag mentions on Twitter.
More than 5.4 million tweets
In 2014, Esurance ran a postgame ad encouraging folks to tweet #ESuranceSave30 for a chance to win $1.5 million.
One hour later, more than 1.4 million branded tweets were sent, accumulating 5.4 million tweets by the end of the promotion.
Buffalo Wild Wings
Retweets and likes: More than 43,000
During 2014’s blowout between the Seattle Seahawks and the Denver Broncos, Buffalo Wild Wings fired out a tweet poking fun at the boring game and the Seahawks’ massive win.
Sorry fans, we don’t have a button for this.— Buffalo Wild Wings (@BWWings) February 3, 2014
Retweets and likes: More than 27,000
DiGiorno was one the first brands to embrace quirky and funny 140-character posts. Similar to Buffalo Wild Wings, the brand took advantage of 2014’s Super Bowl snooze with a tweet that tied the game to frozen pizza.
Retweets and likes: 20,000
Denny's has long been ahead of the curve with cheeky social posts, particularly during big events like the Super Bowl.
During last year's halftime performance, the brand riffed on Katy Perry’s song Firework with a pithy tweet. The brand also sent out a tweet poking fun at a fight between the players.
do u ever feel— Denny's (@DennysDiner) February 2, 2015
like a plastic egg?
More than 301,000 mentions
Last year's campaign that told the story of a dead child backfired on Twitter—big time.
The brand’s #MakeitHappen hashtag generated more than 301,000 mentions, including a ton of negative tweets.
Nationwide sent two tweets about the campaign, one of which was immediately pulled. Interestingly, the other didn’t generate a lot of buzz.