10 ‘Brands’ That Won the Super Bowl on Social Media

It was supposed to be a "Real-Time Marketing Bowl," no?

With well over 12 hours separating us from the end of Super Bowl XLIX, we can declare the big winners (The Patriots, The NFL, Budweiser and, to a lonely few, Frasier) as well as the most obvious losers (GoDaddy and Nationwide).

But we live in a real-time marketing world now, so the next question follows: ads aside, which brands “won” the Big Game?

1. Audi

This one wasn’t quite “real-time” since the Business Insider post in question went live more than six hours before the tweet…and the interview itself aired earlier in the week. But it was still a “sick burn,” as the kids say.

Of course, the brand didn’t address this statement from Couric: “[My husband] actually has a BMW, but I’m scared to drive it because it’s so nice.”

No one would ever say that about an Audi.

2. Ready for Hillary

This “political action committee” group isn’t directly associated with Mrs. Clinton herself, but someone knows how to jump on the trending hashtag train. Again, we have a feeling a manager scheduled this one as soon as they heard that Always would be running its “Like a Girl” campaign again during the Big Game.

We also like puns.

3. JetBlue

Another case of clever meme-jumping speaks for itself:

4. Monster

This tweet was technically an ad produced by New York agency BBDO — but didn’t it feel more like a brand that you’d forgotten coming back to your attention in a very clever way?

5. Coca-Cola

Coke got very aggressive with its RTM efforts during the game. Here, the company turned our tweet about the negativity of the Nationwide ad into a smiling graphic:

6. Cheerios

Another case of a company saving an image for just the right moment…which happened, in this case, to be the game-ending interception.

7. Charmin

The kings of toilet paper are good at inserting themselves into any digital conversation, and they knew that everyone in Coke’s “war room” would be monitoring its key hashtag:


8. Nissan and Doritos

The cynic inside us might accuse these two of conspiring ahead of time to ensure that Nissan had the graphics ready to go…but the thirty minute gap between the first and last tweets in the series below could have allowed for a designer to make it look right:

Here’s the follow up:

9. Larry King

No, Larry King isn’t technically a “brand”…but he certainly chose the best possible time to get super weird on Twitter. As everyone else discussed the game and the ads, he took the moment to ask such timeless questions as:



That’s a statement, not a question. But still.