RealTime IT News

Forget the Super Bowl. Who Won the Twitter Bowl?

Superbowl meets Twitter
Superbowl meets Twitter

Monday morning wouldn't be complete after a big game without a little Monday morning quarterbacking. And if it's the day after the Super Bowl, a recap of which ads viewers liked the best.

Along with crowds at sports bars and in living rooms across the country, the Web 2.0-savvy could follow along with Super Bowl watchers on Twitter, joining in on the game's color commentary -- and of course, weighing in on the other big game: the ads!

The Web and your daily newspaper are no doubt awash in which brands won and which brands lost the battle for buzz (and ideally, the positive kind.) But it's the advertisers who generated the most buzz on Twitter, that next-generation arbiter of cool, that we're most interested in.

One reason why Twitter makes for such compelling marketing analytics: It's widespread, highly democratic and easily digestible. In mainstream media, you've got to listen to a select number of pundits pontificate on their favorite spots, while on Twitter, the only barrier to an average user weighing in is signing up for Twitter and keeping their thoughts to under 140 characters (fewer if they're using hashtags.)

How did Twitter stack up against the pundits? AdAge's resident curmudgeon, Bob Garfield, gave his top pick to Coke Zero's Mean Troy Polamalu spot, followed by Monster.com's moose, Denny's mobsters and Hulu's brain-rotting conspiracy ad, starring Alec Baldwin. James Poniewozik at TIME bestowed the victory laurels on Pedigree, Cash4Gold, Hulu and the NFL's spot with Usama Young.

The Twitterati speak out

But on the Internet, it's the Twitterati who got their say. Of course, most of that consisted of blather like "OMG CASH4GOLD FTW LOLZ!!!!!" Yet those that weren't spewing semi-sensical Internet-speak pointed to some intriguing trends. (Only, of course, if you believe Twitter has some merit as a useful metric for analyzing messaging.)

Based purely on Twitter search, Denny's, Cash4Gold, Coca-Cola, Pepsi, Hulu, Monster and CareerBuilder generated the most buzz among the Super Bowl's dozens of advertisers.

How much? Each generated more than 1,500 posts (the max that Twitter Search will display for any given search term) in the 12 hours after initially airing during the game. All other advertisers just didn't generate the same levels of interest. (Sorry, E*Trade, SoBe and Cars.com.)

Next page: Let's get a little more granular