Twitter's #BrandBowl Returns to Crown the Brands That Shine Online During the Super Bowl

Look out for 'advertising-based advertising' and attempts to reach Hispanic audiences on the platform

Year No. 54 for the Super Bowl also marks year No. 3 for #BrandBowl, Twitter’s way to recognize brands that drive discussion on its platform during the game.

Brands talking about brands is a thing in the modern era, so might as well create some hashtags.

Ryan Oliver, senior director of the social network’s Twitter Next brand strategy team, said one trend he is looking forward to following this year is what he called “advertising-based advertising,” or brands keying in on what other brands are doing with their television spots, and then taking to Twitter to play off that.

“McDonald’s and Volvo in 2015 were the catalysts for this,” he said, pointing to efforts during Super Bowl XLIX by the fast-food chain, which tweeted about other brands’ Super Bowl ads, and the automaker, which encouraged fans to tweet its #VolvoContest hashtag during other car brands’ commercials.




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