Doritos officially Crashes the Super Bowl

Rachael Micallef
By Rachael Micallef | 8 February 2016

Fans aren't the only ones Crashing the Super Bowl, with the brand taking its own advice and topping social ad mentions during the airing of the big game.

Doritos runs the annual Crash the Super Bowl competition, which allows consumers to make their own ads with winners being shown during the game.

However, thanks to the social currency of the competition, which starts gaining momentum in January every year, Doritos received the top number of social brand mentions, according to the Salesforce Marketing Cloud Social Studio, which clocked Doritos brand mentions at 103 491 as of Super Bowl full-time.

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It also appears in the top terms on social media with Doritos and #doritosultrasound – a reference to competition finalist Ultrasound created by Aussie director Peter Carstairs – both appearing in the list, while #crashthesuperbowl was one of the top tags.

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The next biggest number of mentions was Avocados From Mexico, which launched an ad showing the human race from the perspective of colourful aliens. At Super Bowl full-time it had 46 054 mentions.

In a similar trend as shown in the half time stats, sentiment towards ads shown during the game were more positive than sentiment towards the game itself at full-time, however game play took the far majority of conversations on social media.

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According to Postano's Brand Bowl the hashtag #PepsiHalfTime was the top used brand tag with more than 49 000 posts. Once again, Avocados From Mexico's #AvosinSpace hashtag was the second most used brand tag with 23 310 posts.

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Other top brands include Esurance (24 449), Mountain Dew (16 398) and Squarespace (10 642).

Closer to home, Seven aired and live-streamed the Super Bowl for the very first time on free to air television.

While the Australian commercials may not be as glitzy as their US counterparts there were ads from Aldi, Suncorp and World's Greatest Shave in the mix. In addition, burger chain Carl's Jr, which opened its first Australian Store in NSW in September last year, used the Super Bowl to show off one of its trade-mark, controversial ads.

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