Doritos won Mullen’s “Brand Bowl 2012” based on 400,000 tweets monitored by the Boston ad agency, which compiled its rankings by the volume of chatter and positive and negative commentaries.
Doritos’ two consumer-generated ads included “Man’s Best Friend,” in which a cat-eating dog bribed a man with Doritos to keep him quiet, and “Sling Baby,” which had a grandmother sling-shooting a baby to retrieve a bag of the snack chips from a boy in a tree fort.
The other top Brand Bowl finishers were Swedish retailer H&M’s commercial featuring a silent David Beckham showing off his chiseled bod in only underwear and Chrysler’s “Halftime in America” ad about the country rebounding from the economic downturn that starred actor and director Clint Eastwood.
“This was truly a watershed year for social media and the Super Bowl,” Edward Boches, Mullen’s chief innovation officer, said in a statement. “With nearly 200 million people on Twitter and two-third’s of all smart-phone owners using social media while watching TV, just about every brand built interactive elements into their commercials, knowing that the true measurement of success these days is immediate consumer reaction and long-term consumer engagement.”
Doritos Dog Super Bowl Commercial