Super Bowl Spotlight: These Brands Had the Biggest Social Impact
The Super Bowl is the biggest advertising night of the year, and brands across all industries break out their creative chops to vie for viewer attention. With the final whistle blown and the Kansas City Chiefs victorious, CreatorIQ examined the advertising strategies and influencer marketing campaigns to evaluate which brands made the biggest social impact in terms of impressions, share of voice and engagement.
Winner by impressions: Amazon
When it came to social impressions for brands advertising in Super Bowl LVII, Amazon dominated the playing field: According to CreatorIQ, it generated a hefty 1.3 billion impressions thanks to its heartfelt spot “Saving Sawyer,” featuring a lovable pup.
Paramount+ was the runner-up for impressions, generating 105 million thanks to a commercial featuring Sylvester Stallone and signature characters from the streaming services including Dora the Explore and Beavis and Butt-Head.
Winner by share of voice: Disney+
For its Super Bowl LVII ad, Disney+ aired a spot celebrating its 100th anniversary, featuring scenes from its most iconic titles, behind-the-scenes footage, fan content and more. According to CreatorIQ, it generated 1,900 mentions across social media, putting it in first place for share of voice for brands that advertised during the Big Game.
Dunkin’ was in second place for share of voice, with 1,500 brand mentions generated by its humorous spot featuring celeb couple Ben Affleck and Jennifer Lopez.
Winner by engagement: Doritos
Doritos wasn’t the only brand to tap musical power for its Super Bowl LVII spot, but it was one of the most successful: According to CreatorIQ, its Big Game ad featuring Jack Harlow and Missy Elliot drove nearly 2 million engagements for the brand.
Pepsi gets an honorable mention, with 1.1 million engagements thanks to its Super Bowl spot featuring Ben Stiller and Steve Martin joking about Pepsi Zero Sugar.
#BreakingGood: Aaron Paul Wins for PopCorners
Looking at creators, Aaron Paul reprised his role as Jesse Pinkman from Breaking Bad in PopCorners’ Big Game ad. His social posts on behalf of PopCorners generated 1.3 million engagements.
Paul beat out not only castmate Bryan Cranston but also runner-up Jack Harlow, whose posts for the Doritos ad generated 1.2 million engagements.
PopCorners also won the social hashtag game, with #PopCornersBreakingGood generating 1.3 million engagements across 14 posts and 16.7 million impressions.
You can download CreatorIQ’s full Super Bowl report here.
