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Crisp tweets. The Doritos House Rules commercial was the most talked about TV ad on Twitter during the 2010 Superbowl, according to ad agency Colle+McVoy’s Squawq, a web tool which tracks and analyzes Twitter conversations.
The Doritos brand as a whole received more than 35,000 tweets during the game for its ads, with the majority of these – more than 21,000 tweets – received immediately after the House Rules spot aired.
Bud, Bud Light, Coca-Cola, Dove and Audi also excited the Twitterati on Superbowl Sunday, Squawq found.
“Squawq has been extremely useful, fun and easy to use, so we wanted to see what it would reveal during a major television event like the Superbowl,” says Mike Caguin, executive creative director of Colle+McVoy. “Never before have we been able to gauge public interest and opinions so quickly.”
And the consumer-created Doritos commercial, Underdog, which aired for the first time nationally during the game, placed second in USA Today’s consumer-ranked Superbowl Ad Meter. That means the brand is handing over Doritos $600,000 to Joshua Svoboda, creator of an ad which cost just $200 to make.
“What a testament of power to the people,” said Rudy Wilson, vp marketing, PepsiCo Frito-Lay. “Doritos fans have shown us that they have the passion and creativity to compete with seasoned professionals in any industry, and they literally just gave Madison Avenue a run for its money, so we’re giving them the payout they deserve. We knew Joshua had it in him and we are so proud and thrilled to hand over $600,000 to help him set off to pursue his dreams.”