• by Gavin O'Malley  @mp_gavin, February 5, 2018

During this year’s Super Bowl, Madison Avenue couldn’t compete with the awesome story that unfolded on the field. Yet a few brands still managed to catch consumers’ attention during the big game.

On Twitter, top hashtags included Bud Light’s #DillyDilly -- and its timely #PhillyPhilly counterpart; Toyota’s #StartYourImpossible; Amazon’s #AskAlexa; and Tide’s #TideAd.

In terms of actual tweets, Pepsi won the night with its #ForTheFans throwback ad and #PepsiHalftime strategy.

Working as a team, Doritos & Mountain Dew drove the highest velocity of most Tweets-per-minute with their cobranded ad featuring a rapping Peter Dinklage and Morgan Freeman.   

The new trailer for "Jurassic World: Fallen Kingdom "was the most retweeted bit of brand content on Sunday night, while the award for best-performing brand without a national TV spot went to #Interception.

And, of course, Ally Bank had a strong showing with its interactive game, which literally made it rain green all over users’ Twitters feeds.

Among other takeaways, these findings suggest that TV time didn’t translate directly to positive social activity.

For example, Fiat Chrysler Automotive was a top TV spender, this year, but didn’t do well on social platforms like Twitter and Facebook.   Rather, Fiat Chrysler Auto’s Ram drew sharp criticism for co-opting the voice and words of Martin Luther King Jr.

Although the Super Bowl remains a shared experience, shifting media habits are giving brands new opportunities to reach viewers.    

Leading up the 52nd Super Bowl, streaming the game was expected to rise by 45% from last year. That forecast was from Adtaxi, which predicted that more viewers would simultaneously engage in secondary media sources to consume event-related content.