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Puppies and Mittens Steal the Show at the Super Bowl 2014

Aishwarya Krishnamurthy

Just like the Seahawks thrashed the Broncos (sorry Peyton Manning) on the field, there were clear winners when it came to the Super Bowl commercials as well. Unmetric takes a look at the hashtags and campaigns that won big on Game Night.

Puppy Love

The Budweiser commercial featuring the Budweiser Clydesdales and their new friend a.k.a. the cutest puppy in the world, was the clear winner of all the brands advertising at the Super Bowl. Their #bestbuds hashtag was the most used hashtag in the past week amongst advertisers. It was tweeted by users more than 28,500 times and earned the brand our highest engagement score of 1,000.

Note: Unmetric’s engagement score is calculated based on the number of Favorites, Replies, Retweets and Estimated Impression each post gets, which enables easy comparison regardless of fan numbers.


All three of their hashtags – #BestBuds, #SuperBowl and #Salute individually garnered an engagement score of 1000 as well.

Go Home JC Penney, You’re … Winning?

JC Penney pulled off this year’s Oreo moment in what first looked like an intoxicated employee’s drunken tweets. The brand used the hashtag – #lowsscorinh in one of their tweets, which was then tweeted or retweeted by users a massive 25,500 times in one day. Not to mention the fact that JC Penney received 36,771 @mentions including from official advertisers Doritos and Kia. That’s a #win by any standard!


JC Penney later clarified that the typos were due to #TweetingWithMittens, but that just made the new hashtag start trending as much as their typo. With predictions that this year’s Super Bowl was going to be the coldest in recent years, the hashtag was relevant and user-friendly. However, I don’t think even JC Penney could have expected it to do THIS well, with both #lowsscorinh and #TweetingWithMittens earning engagement scores of 1000.


All data has been compiled and analyzed from the Unmetric platform which tracks dozens of metrics to enable brands to benchmark themselves against competitors and their industry sector for the time period of January 27th, 2014 to February 2nd, 2014.