Will the Super Bowl brands stay on Twitter?

Laptop keyboards nationwide are stained with wing sauce and nacho cheese following the intensive Twittering of Sunday's Super Bowl. But it wasn't just football and advertising fans doing the talking. Brands themselves used the popular social site to get characters from their commercials chatting with viewers in real time. Results were mixed at best. I actually found that PepSuber's Twitter banter somewhat redeemed Pepsi's strange Saturday Night Live crossover ad, especially when he corrected my misspelling in a post by offering to make the missing letter out of a paperclip. H&R Block, a veteran brand on Twitter, gets a passing score for its TaxGuyMurray account, which chronicles Murray's brush with death in the ad itself. Then there's the E*Trade Baby, who basically just spammed everyone. But here's my real question: What's going to happen to these accounts? The three I just mentioned were still active on Monday, but how long will their corporate overlords keep it up? Will these little-loved characters be quietly abandoned one day when they've lost all their cultural novelty? Not that I doubt the lasting power of PepSuber, but come on, he didn't even survive his own Super Bowl commercial.

—Posted by David Griner

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