Twitter invites brands to compete in first-ever #BrandBowl

Monday, 29 January 2018

#SB52 is what’s happening.

There’s no better place than Twitter to reach consumers during major live moments - and the Super Bowl is no exception. Last year alone, there were 27.6 million Tweets about the Super Bowl, and 5.6 billion views of those Tweets.

As one of the crown jewels of live events, Twitter is the place to turn to be a part of what’s happening around the big game. Twitter sees close to a 20% lift in unique visitors during the Super Bowl. And that audience isn’t just passively checking Twitter during the game, they’re spending significant time keeping up with and joining the commentary. In fact, during the game, Twitter sees a +14% increase in time spent in the app*. Simply put, users know that watching the Super Bowl is a significantly better experience when you’re watching it with Twitter and millions of others across the world.

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Introducing #BrandBowl52**

We all know that the Super Bowl isn’t just about the game, but also about the creative ads in between the big plays and touchdowns. That’s why today we are announcing the first-ever #BrandBowl - Twitter’s official competition and service to honor the best-in-class campaigns as played out on Twitter.

Starting today, people will be able to Retweet a Tweet from @TwitterMKTG to be notified when new spots air in real-time during the game. On gameday, subscribers will receive automated notifications after each quarter with a Twitter Moment that will feature the ad spots that aired in that quarter. After the game, people will get a final notification alerting them to explore the winners of #BrandBowl52.



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Winners and Prizes

Winners will be broken into the following categories:

  • #MVP: Brand with the highest percentage of all brand related Tweets during #SB52
  • #Blitz: Brand who drove the highest velocity of most Tweets-per-minute
  • #QuarterBack:Brand with the most Retweets on a single Tweet during #SB52
  • #Interception: Brand without a national TV spot that drove the highest % of brand conversation

We will also honor brands that have received the highest percentage of all in-game brand conversation versus category competitors across the following industries: CPG, dining, entertainment, technology & telecommunications, automotive, alc-bev, home & healthcare, financial services, retail, and travel.

Winners will receive a suite of exclusive ad products and custom consumer research opportunities to fuel their future Twitter campaigns in 2018, as well as special inclusion in BuzzFeed News' live morning show, AM to DM, the morning after gameday. Additionally, all winning brands will receive custom trophies for their brand headquarters, media, and creative agencies.

Be sure to tune back here following the game and to BuzzFeed News' AM to DM the morning after to find out who the winners are. Let the games begin, and be sure to follow along on Twitter!

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*Twitter changes the live TV sports viewing experience, 2017

**Methodology: Only brands who have enrolled in the Twitter #BrandBowl52 competition will be eligible for inclusion in the Super Subscribe Moment and prize consideration. A team of data scientists from Twitter's Semantic Core team will be monitoring the conversation from coin flip to the final whistle of the game, tracking the brands and ad spots driving the conversation on Twitter.

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