Thanks to Mr. Peanut, Planters Dominated Brand-Related Tweets During the Super Bowl

It won #MVP during the social network's #BrandBowl

The winners of the main categories in Twitter's #BrandBowl53. Twitter

During last year’s Super Bowl, Twitter experimented with the idea of highlighting the conversation around brands on its platform. It was, apparently, successful enough that the social media company did it again this year, calling out the brands that drove discussion during Super Bowl LIII Sunday night.

The top awards in Twitter’s second #BrandBowl went to a diverse slate of brands.

Planters won the #MVP, which is given to the brand with the highest percentage of all brand-related tweets during the game.

Its ‎#CrunchTimeGiveaway featured Mr. Peanut, along with cameos by Alex Rodriguez and Charlie Sheen, and the accompanying sweepstakes gave people the chance to win unique personalized prizes.

The #Blitz award, for the highest level of tweets per minute at some point Sunday night, went to the co-branded spot between Game of Thrones and Bud Light, in which Bud Knight was slain by the HBO drama’s Gregor “The Mountain” Clegane, with one of the show’s dragons making a fiery appearance as well.

Marvel Studios’ Avengers: Endgame trailer won the #Quarterback award for a single tweet that spurs the most retweets during the Big Game.

Frank’s RedHot’s strategy of offering prizes to people who tweet about other brands’ ads during the game and its accompanying #FranksSweepstakes giveaway propelled it to the #Interception awards, which goes to the brand that captured the highest share of conversation without running a television spot.

And the #VideoViews award, a new category this year, went to Verizon’s tribute to first responders, which drove the most video views on a single tweet from midnight Jan. 28 through the end of the game.

Finally, the brands in the following industries led in-game brand conversation on Twitter versus their competitors:


Alcohol/beverages: Budweiser

Automotive: Audi

Consumer packaged goods: Pepsi

Dining: Burger King

Entertainment: Hobbs and Shaw

Financial services: Expensify

Retail: WeatherTech

Technology: Microsoft

Telecommunications: T-Mobile David Cohen is editor of Adweek's Social Pro Daily.