Believe it or not, Super Bowl XLVIII did have a comeback story.
A late surge of social media love for Budweiser propelled the “king of beers” beyond Doritos in the fourth quarter of the Seattle Seahawks’ blowout win over the Denver Broncos.
That made Budweiser the overall winner of Brand Bowl 2014.
While the Super Bowl was being played, Boston.com’s Brand Bowl partner Pointslocal collected and analyzed hundreds of thousands of tweets about the commercials to measure how people were responding to the advertisers, who paid $4 million for 30-second spots.
Boston.com looked at the volume of tweets, and through a natural language processor, determined whether the sentiment of the tweets was positive, negative or neutral.
Brands that generated at least 1,000 tweets were considered as contenders for the Brand Bowl championship.
And unlike the game on the field, this matchup was won in the final stretch.
Budweiser trailed Doritos, which aired two commercials, for most of the night.
Then in the fourth quarter, Budweiser’s “Puppy Love” commercial aired.
Puppies and ponies, people. Enough said.
The tender ad launched a late rally by Budweiser, giving the brand the title of overall winner due to the combination of the total volume of tweets and positive feedback. Bud also earned “most talked about” honors by generating the highest number of tweets from viewers—more than 63,000.
Budweiser’s other commercial of the night was called “A Hero’s Welcome,” and told the story of a surprise homecoming for a soldier returning to Winter Park, Fla.
In the “most loved” category, RadioShack acknowledged it is behind the times and in need of a serious makeover in its commercial entitled “The Phone Call.”
The Super Bowl audience responded by giving the struggling electronics company a digital group hug: The ad scored 97 percent in the sentiment category.
The commercial also rose to the top when Pointslocal looked at the most-loved commercials by gender. For both men and women, the RadioShack ad came out on top.
The sexes disagreed when it came to the commercials they liked the least.
Among men, the least favorite ad was H&M’s spot starring David Beckham.
After analyzing more than 1,000 tweets about the ad, Pointslocal found that 70 percent of the commentary from men was negative.
Among women, the least favorite brand was Toyota.
That leads us to another problem that vexed Toyota.
It seems the Super Bowl audience has a real problem with the Muppets.
Of all the Super Bowl ads that people commented about on Twitter, Toyota’s campaign featuring the Muppets got the most negative reaction.
Out of the 13,000 tweets analyzed about Toyota, 58 percent expressed a negative sentiment. Laura Crimaldi can be reached at firstname.lastname@example.org. Follow her @lauracrimaldi.