February 15, 2022

The Best Branded Social Media Content of Super Bowl LVI

Likeable Team

Alright, it’s that time of year again!

Everyone knows the Super Bowl is famous for its TV commercials (some spots this year sold for up to $7 million!), but as the years go by, social media has become an increasingly important part of brands’ Super Bowl advertising strategies as well.

So, which brands had the best uses of social media on—and leading up to—Sunday?

1. GoPuff

Instead of a halftime show, GoPuff drew attention to its lightning-fast delivery service by teaming up with rapper and comedian Lil Dicky (and special guest Cardi B!) for the “GoPuff Quartertime Show.” Between the first and second quarters of the Super Bowl game, they performed a historically short show on social media—a nod to the company’s mission to deliver goods as fast as possible.

2. Kia

Kia’s Super Bowl commercial centered around the automobile brand’s new EV6 and a robot dog. Starting on Feb. 11, Kia launched its first-ever TikTok integration which allowed users to dance with Robo Dog to Bonnie Tyler’s “Total Eclipse of the Heart.” Kia partnered with five TikTok creators: Doug the Pug, Chewie the Pomeranian mix, dancer Brian Esperon, dancer Melissa Becraft, and dancer Lauren Gottlieb.


Get ready to fall in love on 2.13.22. #LiveFullyCharged #RoboDog #KiaEV6 #MovementThatInspires

♬ Total Eclipse of the Heart by Bonnie Tyler – Kia America


For the second year in a row, TUMS ran a sweepstakes. This year, comedian and television personality Scott Rogowsky (you might remember him from HQ Trivia a few years ago) hosted #TUMSworthyTrivia with football legends Terrell Davis and Hines Ward. On TUMS’ official Twitter account, the players competed on a livestream and tested their knowledge about both football and heartburn. For the sweepstakes aspect, TUMS encouraged fans to participate on social media by using the hashtag for a chance to win $88,000 in prizes.

4. DraftKings

DraftKings used Snapchat during the Super Bowl, running a national AR lens and SoFi Stadium filter based on the sports betting brand’s Super Bowl ad. It featured new spokescharacter Goddess of Fortune, who awarded lucky DraftKings players with a special prize during the game.

5. Expedia

In addition to watching the ads on television, Expedia wanted its fans to be able to #TravelTheAds too. With each commercial, the brand tweeted about a new location: Greece for the BMW Greek Gods commercial, Malibu for Rocket Mortgage’s Barbie-inspired commercial, and so on. Fans were able to quote tweet any of Expedia’s tweets for the chance to win a travel experience in the corresponding location.

6. Coinbase QR Commercial Reaction Tweets

We’d be remiss not to mention the Coinbase QR ad that blew up on Twitter (and actually broke its app due to the number of people trying to download it) during the Super Bowl. Impressively, some brands were able to quickly create real-time content that played off of the ad. Some of our favorites were Go Puff’s, Mr. Peanut’s, and Irish Spring’s.

Tags: Big Brands, Creative, Real-Time, Snapchat, Strategy, TikTok, Trends, Twitter

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