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3 Super Bowl Ads that Topped the Sharing Charts: Pre and Post Big Game

By: Andrea Panno

As the Carolina Panthers and Denver Broncos hit the field to battle it out for the title of the 50th Super Bowl Champion, more than 50 brands competed simultaneously to engage the minds of consumers to be deemed the Best Super Bowl Ad of 2016.

The cost to play? A reported record-breaking average of $5 million per 30-second spot – a 14% increase from last year1.

To gain an advantage, multiple brands released their ads early, hoping to spark Internet buzz and increase awareness and popularity before the Big Game. Video advertising company Unruly dug into each of these brands viral success, measuring the volume of shares on social media sites and blogs. Take a look at the top 3 Super Bowl ads that trumped the early release and surpassed sharing overall.

The 20-year anniversary of Pokémon brought an empowering ad to the Super Bowl scene, channeling popular sports advertisers for inspiration, such as Nike and Adidas. As the first enterprise to release the extended version of its 2016 Super Bowl commercial, Pokémon received the most notable engagement early on, bringing in  a total of 297,706 shares overall. See the action for yourself by leveraging hashtag, #Pokemon20 on social media.

T-Mobile’s “Restricted Bling” advertisement was pre-released before the Big Game, becoming one of the most watched early releases of Super Bowl 50. T-Mobile called upon popular celebrity artist Drake and his Billboard chart-topping single, “Hotline Bling” to gain early popularity. Upon airing in the 4th quarter, the ad grew to be the second most shared commercial of the 2016 Super Bowl, raking in 346,854 total shares.

To celebrate the last year of Doritos’ Crash the Super Bowl contest, the company released the three finalists to consumers, allowing them to vote for the commercial that would make it to the big screen. Although it wasn’t the winner of the contest, finalist “Doritos’ Ultrasound” was among the top shared commercials before the Super Bowl. The commercial has since taken the win as the most shared ad of Super Bowl 50, with 893,465 total shares – more than double the runner-up, T-Mobile.

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