02:59: Well, that’s it for Super Bowl XLVIII. The game was a disappointment, as the Seattle Seahawks ran out easy winners, 43-8, over the Denver Broncos.
Marketing Week’s highlight? The talking point has got to be JC Penney “tweeting with mittens”. What started out looking like a big blunder has been turned into a social media sensation, with nearly 40,000 retweets. Keep an eye on JC Penney’s mitten sales as a true barometer of the impact. Goodnight from us!
02:55: The game may have wound down, but the debates on Twitter are hotting up once again on the subject of Scarlett Johansson featuring in a SodaStream ad, which cost her a position as an Oxfam ambassador.
02:39: We’ve come a long way since the days when Bob Dylan provoked wails of protest and cries of “sell-out” when he switched from acoustic guitar to electric. Now he’s starring in Super Bowl ads for car maker Chrysler.
02:19: Here’s how Heinz worked the live Super Bowl score into the social media marketing for its tomato ketchup. It ties in with its ad spot ‘Hum’, which marks the first time Heinz has bought time during the Big Game for 16 years.
02:06: This ad for start-up GoldieBlox represents a first in Super Bowl advertising. The company, which makes construction-themed toys for girls in order to explode gender stereotypes, won the $4m ad spot in a competition run by software firm Intuit. The ad is accompanied by the song ‘Cum on Feel the Noize’ by Slade, but the lyrics have been replaced with: ”Come on, ditch your toys.”
01:46: Coke isn’t the only brand to tug on the heart-strings. This simple but emotional Cheerios spot appeals to American family values. Meanwhile, JC Penney’s two tweets have been retweeted over 35,000 times between them already.
01:30: As the second half gets under way, the battle between Coca-Cola and Pepsi is as intriguing as ever at Super Bowl XLVIII. While Pepsi had the sponsorship of Bruno Mars’ half-time show, Coca-Cola has one of the most talked-about ads so far, this patriotic celebration of America’s diversity by Wieden + Kennedy, soundtracked by the song ’America the Beautiful’. The song has been recorded in a number of languages, and the different versions can be found on YouTube.
01:13: Pizza Hut takes advantage of JC Penney’s lapse in coherence, tweeting: “@JCPenney Yo dudes – you need some pizza…?”
01:11: American retailer JC Penney has baffled its Super Bowl audience with two strange misspelled tweets. One asked: ”Toughdown Seadawks!! Is sSeattle going toa runaway wit h this??? [sic].” After responses ranging from confusion to derision, the account has gone on to claim someone was “tweeting with mittens”. Super Bowl XVLIII’s biggest loser so far or biggest winner?
00:55: Looks like Italian luxury car maker Maserati could be one of the big Super Bowl brand winners in terms of its creative this year, with this ad featuring Quvezhane Wallis, 10-year-old star of Beasts of the Southern Wild, and sky-high production values. The strapline is: “We have prepared. Now we strike.” Did any of its competitors see that coming?
00:20: Social media specialist Postano is analysing the performance of all the brand hashtags on social media during the game at brandbowl.postano.com. It had Coca-Cola as the runaway pre-game leader, but now rival Pepsi has apparently surged ahead, with 5,300 posts versus 4,300, according to its online tool.
00:03: Nothing like a Super Bowl to get Americans engaged with doing their tax returns. This ad from Turbo Tax, which helps people do just that, is getting some early Twitter buzz on the #brandbowl and #adbowl hashtags.
23:49: As the Seattle Seahawks go 5-0 up, it looks like Microsoft has bet big on Twitter for tonight’s Super Bowl, buying a promoted tweet to push this Xbox video from YouTube.
23:27: Beats By Dr Dre has got in early on its social Super Bowl marketing, giving away free sets of headphones to one of its first 500 retweeters on Twitter.