The Super Bowl is an annual arms race for advertisers as brands clamber to get noticed and dominate conversation online.
Coldplay, Beyoncé and Bruno Mars may have stolen the spotlight with their half time performance, but this year Doritos aimed to #CrashTheSuperBowl, and succeeded according to data from analytics firm Brandwatch.
The tortilla-maker’s campaign received the most mentions online, clocking up over 89,000 tweets in total. The irreverent commercial features expectant parents attending an ultrasound that doesn’t quite go to plan due to an appealing bag of chips.
Created by Australian filmmaker Peter Carstairs, the spot faced stiff competition from Pepsi and Pokemon. The former’s homage to its 1992 commercial starring Cindy Crawford and James Corden received over 38,000 mentions, while Pokémon's 20th birthday spot garnered 27,000.
Despite managing to crash the Big Game, it wasn't all good news for Doritos; approximately 70 per cent of the sentiment around the ad's official hashtag was in fact negative. The divisive spot drew ire from several US groups for being too graphic and using premature birth in a slapstick manner.
The only campaign hashtag which topped Doritos in terms of negative posts was #HyundaiSuperBowl. Only 20 per cent of posts relating to the marketer's 'First Date' commercial were positive, with Twitter users dubbing the ad, which stars Kevin Hart as an over-protective dad, as "sexist" and "creepy".
Scoring a touch down in terms of positive feedback were Mini and Disney's The Jungle Book, both of which generated very little critical buzz.
When it came to hashtags the most used brand one was none other than Mountain Dew's #PuppyMonkeyBaby.
The surreal clip is one that really needs to be seen to be believed. Created by BBDO New York, the video's hashtag was used over 65,000 times across social networks.
In terms of Super Bowl-related search, Amazon Echo and Budweiser were the two TV advertisers that dominated, along with sports wearable Fitbit.
Amazon Echo noted the biggest increase in traffic in New York, Chicago and Charlotte, while Bud seen results LA and Seattle, according to stats from TVSquared's Big Game data.
Some 1,136 tweets per minute were posted on average during the Super Bowl, although this figure peaked at 4,977 during the half time show, according to Kantar Media's analysis of the coverage on BBC Two.
Live impressions on Twitter during the match hit 27.6m, while there were nearly 127,00 (126,981) authors posting throughout the show.
Most of the sentiment around the match was neutral (68.8 per cent), followed by more than a fifth (22.9 per cent) of positive and 8.3 per cent of posts containing negative comments.
Way to Blue also ranked the performance of each brand across each product category.