Breakfast Briefing: 5 things for PR pros to know on Monday morning

Which brands won and lost during Super Bowl LV; Robinhood spot angers social media users.

Good morning! In case you were too busy watching the Super Bowl LV ads instead of the actual game, the Tampa Bay Buccaneers beat the Kansas City Chiefs, 31 to 9. 

But which which brands won the hearts of consumers during the Big Game?

What people were talking about on social media. The five most-mentioned brands on Twitter during Super Bowl LV were: Mountain Dew (318,000 mentions), Pepsi (243,000 mentions), State Farm (42,000 mentions), T-Mobile (39,000 mentions), Jeep (27,000 mentions), according to Brandwatch data provided to PRWeek. The key to Mountain Dew’s success? Using its spot to offer viewers the chance to win $1 million.

One big loser of the night? Robinhood. Stock trading app Robinhood’s Super Bowl spot had the message, “We’re all investors.” But with many of the app’s users still unhappy after Robinhood restricted stock purchases of several “meme stocks” related to the surprise trading frenzy around GameStop, the ad’s message didn’t quite hit the mark and angered social media users. Out of the tweets about the ad, 66.25% were negative, according to Brandwatch data. Meanwhile, Reddit showed its users some love by spending its “entire marketing budget” on a five-second ad celebrating the famous /WallStreetBets subreddit.

What ad made people want a specific clothing item? Tide’s spot for its Hygenic Clean Heavy Duty 10x Detergent. The ad featured a teenager wearing a hoodie emblazoned with Seinfeld actor Jason Alexander’s mug. His facial expression changes as the teen gets the garment dirty in several icky situations. Some Twitter users wondered if the hoodie was for sale. Tide later tweeted that it is giving away a limited supply of the hoodie to people who make a contribution to a good cause.

A Gatorade mystery. As with tradition, the winning team’s coach Bruce Arians was given a celebratory shower of ice-cold Gatorade. Because the color of the Gatorade bath has become a fun prop bet, many were waiting anxiously for the result. But CBS cut away just before the color was revealed, sending bettors into a tizzy. The beverage’s color was soon confirmed to be blue. Gatorade responded with a tweet asking users if they should install a cooler cam next year or if they prefer the suspense.

Meme of the night. During The Weeknd’s Super Bowl 2021 halftime performance, he appeared to get lost in a complex tunnel-like maze within the stands. The singer’s confused face as he navigates the labyrinth-like scene quickly became the Super Bowl’s official meme moment.

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