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SBLII Brand Highlights

Congratulations to the Eagles on their first Super Bowl win. But they only had to face one team on Sunday, versus the advertisers who duked it out with 55 brands — check out the brand winners of the #SBLII, according to iSpot.tv. And now we provide you with some Sports-Center-level commentary on the Big Game’s advertisers, from media executives at Canvs, iSpot.tv, and Vertebrae.

Did the creatives stick?

“Some were funny, and others were sincere or sweet. The stats will surely show that ads that worked had one thing in common, they broke emotional ground,” said Jared Feldman CEO and Founder at Canvs, the emotion measurement company.

“The quality of creatives was as strong as ever, with very high production values across most ads. But unlike most years, there weren’t a handful of ads that owned the digital buzz coming out of game day. The digital reactions are spread across a wider group, although iSpot.tv declares Doritos and Mountain Dew the brand winner”, said Sean Muller CEO and Founder of iSpot.tv which measures attention and conversions for TV advertising.

Was it worth the fight?

“Last year iSpot found super bowl advertising drove a cost per lead as low as $3.50 in a 14-day window, which is well above average across television,” adds iSpot.tv CEO and Founder Sean Muller.

What Super Bowl marketing moments flipped or flopped?

Seven Volpone, CEO of Big Block, a creative services agency and content production studio, breaks down his ten most memorable Super Bowl brands.

What was your favorite digital marketing moment from the Super Bowl?

“AR is officially mainstream with Bud Light’s Super Bowl activation — immersive mobile campaigns are a savvy move for marketers wanting to enhance and extend the value of TV campaigns into a full-fledged interactive branded experience for consumers. Bud Light used Snapchat to capitalize on augmented reality with national scale and attention. What’s especially innovative is Bud Light’s use of location data combined with AR to sponsor “Friend of the Crown” filters in Philadelphia and “Thy Men Shall Persevere.” in Boston. Bringing AR to the Super Bowl is a huge step in accelerating national mainstream adoption,” says Vince Cacace, CEO of Vertebrae, the native advertising platform for augmented and virtual reality.