Doritos, Pepsi and Pokemon most mentioned brands during Super Bowl

Doritos was the most mentioned brand on social media during the Super Bowl, according to research by social media analytics service Brandwatch.

The corn chips brand, which has invited consumers to create the brand’s Super Bowl ad for the last 10 years, received more than 89,000 mentions while the game was played live in the US,

Doritos’ Crash the Super Bowl is an annual online competition run by Doritos owner Frito-Lay, but is ending this year.

The next most mentioned brands were Pepsi, with more than 38,000 mentions, and Pokemon with over 27,000 mentions. 

The brand that saw the largest contribution come from women within its mentions was Avocados from Mexico, as 75 per cent of their mentions come from women.

Pokemon was the brand with the most contributions from men, with 70.5 per cent.

By far the most used hashtag on Twitter during the Super Bowl was #PuppyMonkeyBaby, referring to Mountain Dew’s bizarre ad featuring a puppy monkey hybrid, which was used over 65,000 times.

The next used hashtags were Avocados from Mexico’s #AvosInSpace (over 16,000) and #CrashTheSuperBowl (nearly 14,000).

The research also suggested brands should consider buying ad space earlier in the Super Bowl coverage, as viewers and tweeters appear to become fatigued or less interested over time.

The largest peaks in social media mentions of brands came between 7pm and 8pm (Eastern Time).

The most negative hashtag was #CrashTheSuperBowl from Doritos with 69 per cent of being negative, Brandwatch said. Doritos was followed by by #PuppyMonkeyBaby with a negative sentiment of 54 per cent.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

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