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Twitter creates Ad Scrimmage to see which brand creates the best Super Bowl buzz

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By The Drum Team, Editorial

February 3, 2012 | 1 min read

Twitter has created Ad Scrimmage, its first program dedicated to Super Bowl commercials, with the aim of finding the most loved ad on Twitter.

After the game is over, people can begin voting via Twitter for their favourite ad, and watch the ads again.

According to Fast CoCreate, ads that get the most votes move to the top of the list, with the winner getting a free Promoted Trend.

Adam Bain, Twitter’s president of global revenue, has predicted that at least half of the ads of Super Bowl this year will feature a hashtag, adding that having a hashtag on an ad can double Twitter conversion on the topic – in some cases leading to ten times the amount of conversation as an ad without.

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