Luxury auto brand Jaguar USA is the winner of the third annual Twitter #AdScrimmage, scoring the most votes for its #GoodToBeBad ad, edging out 34 other competing brands. In its Super Bowl debut, the British carmaker launched its F-TYPE Coupe with cinematic flair. Filmed by Oscar-winning UK director Tom Hooper, the 60-second commercial roars through the shadowy streets of London and stars a trio of actors: Sir Ben Kingsley, Tom Hiddleston and Mark Strong.
British Villains are always one step ahead, keep it that way and vote for Rendezvous: https://t.co/DzBbKWH0F6 #GoodToBeBad
— Jaguar USA ( @JaguarUSA) February 3, 2014
The spot poses the question, have you ever noticed how in Hollywood, all the best villains are played by Brits? Some of the reasons given: those accents, just-so sense of style and, inevitably, having a Jaguar as their getaway car. Throughout the Super Bowl, Jaguar USA engaged fans from its social media lair, even creating a cheeky Vine video response to Tide, one of the night’s tweeting commercial commentators.
.@tide A proper British Villain is always prepared for any situation. No matter how messy it gets. #GoodToB… https://t.co/iphRPZn6fK
— Jaguar USA ( @JaguarUSA) February 3, 2014
In the days after the game, Jaguar USA kept conversations building as #AdScrimmage votes poured in with Promoted Tweets that featured a villanous tone and tongue-in-cheek hashtag.
British Villains are always one step ahead, keep it that way and vote for Rendezvous: https://t.co/DzBbKWH0F6 #GoodToBeBad
— Jaguar USA ( @JaguarUSA) February 3, 2014
#AdScrimmage 2014 honorable mentions go out to four more big game ads that garnered the most votes:
Our Super Bowl ad: #Empowering http://t.co/ZUfA9545NX
— Microsoft ( @Microsoft) February 2, 2014
We know, we know. Awwwwwwwwww. #BestBuds http://t.co/w3ITG8WBjm pic.twitter.com/3fEEv0M6hj
— Budweiser ( @Budweiser) February 3, 2014
We’re ready for our crunchy moment during the 4th quarter! #SB48 #ButterfingerCups Watch here:http://t.co/OKfU03DvhC pic.twitter.com/U9wLfAg1MF
— Nestle Butterfinger ( @Butterfinger) February 2, 2014
Did you like our spot? Watch the full version here: http://t.co/1z6ixovLc3 #InWithTheNew
— RadioShack ( @RadioShack) February 3, 2014
More top Super Bowl trends and hashtags
During this year’s Super Bowl, we saw a record number of Tweets, and the number of ads with hashtags jumped from 50% in 2013 to 57%. Fourteen brands even invited Twitter team members into their game day command centers, demonstrating a greater focus on live marketing and being prepared for unplanned moments.
Retailer JCPenney snagged early buzz on Twitter, consistently and conspicuously misspelling Tweets early on in the game, only to ultimately reveal the reason with a hashtag: #TweetingWithMittens.
Oops…Sorry for the typos. We were #TweetingWithMittens. Wasn’t it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
— JCPenney ( @jcpenney) February 3, 2014
That was not before several brands responded to its attention-grabbing Tweets, highlighting this Super Bowl’s top real-time trend: brand-to-brand banter.
Slow down, @jcpenney. Have some #Doritos.
— Doritos ( @Doritos) February 3, 2014
By engaging other big game advertisers, many brands boosted reach and earned media, while tapping into the live conversation happening around commercials. And Vine (which wasn’t around for last year’s big game) was central to many of the most shared and creative brand tête-à-têtes.
Hey @Chobani, that bear commercial was HUGE. Check out how we would’ve made it MEGA HUGE: http://t.co/c761OVXHik #IfWeMadeIt #HowMatters
— Newcastle Brown Ale ( @Newcastle) February 3, 2014
A TD means his team gives him @Skittles! I enjoy any #SB48 TD celebration that’s this colorful! https://t.co/3CVfEq1xON #mmscolorcommentary
— Yellow M&M’S® ( @mmsyellow) February 3, 2014
Whoa, that’s a lot of self-tanner @GoDaddy Gonna need a lot of @Tide #GetsItOut #SB48 https://t.co/J0IdvPCTfg
— Tide ( @tide) February 3, 2014
How ‘bout these #wings @VW? ;-) pic.twitter.com/pTEEZ35Wrr
— Chrysler Autos ( @ChryslerAutos) February 3, 2014
The bragging rights for most-tweeted brand of the night goes to Esurance, according to Nielsen. Its post-game ad invited TV viewers to tweet the hashtag #EsuranceSave30 for a chance to win $1.5 million (the 30% discount the company saved by running the ad after the game). The hashtag was the top trend on Twitter for most of Sunday evening and was still in the top trending topics on Monday morning.
Twitterverse! You still have a chance to win this $1.5M stack o’ cash. To enter tweet #EsuranceSave30 Subj to rules pic.twitter.com/6o5pdkq1gZ
— Esurance ( @esurance) February 4, 2014
For more insights, check out the full Nielsen Twitter TV Ratings report. Our congrats to all the hashtagging winners!