Without an equivalent of 2013's crazy Super Bowl blackout that sparked Oreo's iconic "dunk in the dark," last night's game was more about consistent creativity than unforgettable moments.
But that's not to say it was a dry night. New England defeated Seattle 28-24 in a thrilling, down-to-the-wire contest, and plenty of marketers either displayed strong real-time marketing chops or gained retweetable traction by posting at opportune times.
Some brands built social buzz in a positive way (Doritos and McDonald's), other mentions came at the brand's expense (Nationwide), and yet more moments—good and bad, mind you—arrived with little effort from the marketer at all (Esurance and Reebok).
Let's start off with the more inspiring kinds of real-time concoctions.
When New England's Malcolm Butler picked off a pass by Russell Wilson at the goal line to win the game for the Patriots, Cheerios' real-time practitioners were equally as clutch.
Everyone's mouth right now: pic.twitter.com/cZjfD42kgK— Cheerios (@cheerios) February 2, 2015
Skittles, which has long been known to be very active on social, added a subtle multimedia twist to its tweet after Seattle's Marshawn Lynch scored a touchdown to give the ill-fated Seahawks a 24-14 lead.
A tip of the cap goes to Denny's, which made light about the multiple-player scrum that took place right before the end of Super Bowl XLIX.
even if you get EJECTED you will still be ACCEPTED at denny's diner 2nite— Denny's (@DennysDiner) February 2, 2015
Audi played off its Big Game spot beautifully here, though its coy stick figure shrug might have been what really got the retweets going.
Loctite, a glue marketer and first time Big Game player, called out a traditional Super Bowl advertiser that was buying a ton of Promoted Tweets, essentially stealing other brands' thunder.
Hey, @BUDWEISER! Stop bidding on our ad keywords. Love, Loctite— Loctite Glue (@LoctiteGlue) February 2, 2015
There were also more fun brand-on-brand instances from names like Lenovo, Charmin, Coke and Doritos. All in all, there were more brands tweeting at one another than in any Big Game to date.
And McDonald's tweeted at almost every Super Bowl advertiser in a constant stream of positive messaging that shared the spotlight with other brands.
The way pop culture players mesh with marketers on Twitter is part of what makes the Super Bowl a kick. Here, the Harry Potter character Professor Snape had a pretty good bit of inspiration from Esurance's Big Game spot.
Walter White could probably teach Potions at Hogwarts if he wanted. #SuperBowI— Professor Snape (@_Snape_) February 2, 2015
Additionally, actor James Franco gave Reebok's spot a nice push.
Procter & Gamble's #LikeAGirl TV commercial for Always was well supported on Twitter, seeing a healthy response in retweets.
And then JetBlue did a great job picking up on Always' hashtag, while Puffs and McDonald's also chimed in. Indeed, the brand-on-brand stuff just kept on coming last night.
Lastly, pet-themed e-commerce player BarkBox had a couple humorous/topical tweets worth noting.