And all the rest
of the Super Bowl leftovers
Like which ad got the most postgame buzz
By Louisa Ada Seltzer
Feb 9, 2010
Perhaps user-generated ads will once again gain popularity next year.
Doritos received a lot of postgame buzz beyond the annual which-commercial's-best polls with its viewer-created spots.
The snack food's ad featuring a kid who lays down the house rules for his mother's would-be suitor ("Keep your hands off my momma; keep your hands off my Doritos") was the most-watched Super Bowl ad, according to TiVo, edging the Snickers ad featuring Betty White and the controversial Focus on the Family ad.
Doritos also scored the fourth-most-watched spot with "Snack Attack."
Meanwhile, the Doritos brand got the most online buzz of any Super Bowl advertiser from Sunday to Monday morning, according to Nielsen, just ahead of Google and, once again, Focus on the Family.
Doritos has invited viewers to submit their ad ideas for ads the past few years, allowing them to view the finalists online and vote on which should receive one of its four Super Bowl spots.
The first year Doritos did so, in 2007, several other companies also went with UCG ads, but Doritos has been the only one to stick with the approach.
Doritos' success was just one of the post-Super Bowl stories earning buzz yesterday. Here's a roundup of what other interesting things came out of the game.
* According to a MovieTickets.com poll, "Alice in Wonderland" was the most memorable of the seven movie trailers shown during Sunday's game, with 81 percent of respondents saying they remembered it.
Thirty percent said it was the most effective trailer in encouraging them to see the film, also No. 1, just ahead of "Robin Hood" at 26 percent.
* Though Anheuser-Busch's Bud Light ads were largely dismissed by critics following the game, the beer maker did sweep the top three spots in the Spotbowl postgame ad poll, conducted by Pavone in Harrisburg, Pa.
The steer who wanted to be a Clydesdale placed first, validating A-B's decision to poll people on Facebook on whether to include a Clydesdale ad in this year's game; it had first said it no such commercials would appear.
* A study from Reprise Media, a company that develops search marketing campaigns, found that 63 percent of Super Bowl advertisers augmented their big-game buys with paid search ads for their brand name, down from a peak of 70 percent in 2008.
The advertisers who made the best connection between TV and search were Boost Mobile, HomeAway, E*Trade, Honda, the NFL and, of course, Google.
* There weren't any fumbles in Sunday's game, but there was a biggie postgame. The Virginian Pilot in Norfolk, Va., apologized to readers for getting the score of the game wrong, reversing the winner and loser on Monday's sports section front ("Colts 31, Saints 17").
"We get it right 99.9 percent of the time. But that's not news -- the mistakes are news. And as far as errors go, this was a whopper," writes Denis Finley in an editor's note today.
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