Avocados From Mexico, Pepsi and Doritos Won the First Half of the Super Bowl on Twitter

Salesforce pulled some stats

Headshot of Marty Swant

While the Philadelphia Eagles and New England Patriots battled it out on the field in the Super Bowl, plenty of brands, as usual, were playing it out online.

According to a Saleforce analysis of social media activity, Avocados from Mexico, Pepsi and Doritos were the top three brands mentioned across both sponsored and organic content for the first half. Using the company’s Social Studio, Salesforce collected information about keywords, hashtags and images shared across Twitter and Instagram. Avocados from Mexico’s #Guacworld was the most popular hashtag, gaining 83,132 mentions during the first two quarters, followed by #cindycrawford (a reference to Pepsi’s nostalgic spot) that received 13,554. In third place was Doritos with the hashtag #Spitfire at 13,332 mentions.

Surprisingly, Tide—one of the crowd favorites for the night, running ads in every single quarter—didn’t make the cut for the first half. (Trends from the second half will be released later.)

Here’s an exclusive look at some other social stats for the first half, according to Salesforce:

Most mentioned advertisers 

  1. Avocados from Mexico (#Guacworld 83,132 mentions)
  2. Pepsi (#cindycrawford # 13,554)
  3. Doritos (#Spitfire # 13,332)

Top hashtags and images that got the most attention around these three advertisers:

Top 3 hashtags:

  1. #Guacworld
  2. #Teamtobasco
  3. #Avocadohair

Top 3 images:

  1. Avocados From Mexico —”Not sure if this was intentional, but a lot of “frienemy pics Avocados + Budweiser for example,” Salesforce said.
  2. Doritos—Salesforce: “Thousands of Peter D but even more people taking pics of their Doritos spread for the game.”
  3. Budweiser —”Thousands of Budweiser fans showing off their own Budweisers, but #DillyDilly is the most posted photo by a landslide.”

Top Twitter mentions and images (overall)

Top 3 hashtags

  1. #Superbowl
  2. #FlyEaglesFly
  3. #SB52

Top 3 images

  1. Justin Timberlake’s career in one photo (likely going viral based on volume
  2. Prince photo projected on screen  (Prince photo went to No. 1 after halftime)
  3. Underdog masks galore

Top logos and food photos on Twitter (overall)

Top 3 logos

  1. Avocados from Mexico
  2. Philadelphia Eagles
  3. Doritos

Top 3 foods

  1. Chicken Wings
  2. Candy Bars
  3. Guacamole

Top logos and food photos on Instagram (overall)

Top 3 logos

  1. Michelob Ultra
  2. New England Patriots
  3. NFL Sunday Ticket

Top 3 foods

  1. Chicken Wings
  2. Pizza
  3. Ribs & Grits

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.