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Last night was a snooze fest. Seriously. What a one-sided game. However with some spectacular commercials and a great half time show it was still worth the watch.

Super Bowl XLVIII generated 24.9 million tweets during the live broadcast, edging last year’s record of 24.1 million tweets.

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Source

Of all the national ads during the game, approximately 57% featured a hashtag – up from 50% last year.

Marketers across the board were trying to mimic Oreo’s real-time marketing success from last year’s Super Bowl after Candlestick Park lost power. Everyone’s eyes were on Oreo to see what they would come up with this year.

Most people would probably call it a disappointment. However, I think it was real classy of Oreo to sit this one out.

JC Penney got a lot of attention for its efforts. To think about it, they’ve gotten a lot of attention across the board recently. But I’m not sure if that is doing them much good. Mystery solved. JC Penney revealed that it has been “tweeting with mittens” on all along, promoting the retailer’s Team USA mittens ahead of the Winter Olympics.

“We knew Twitter would be very active but wanted to find a way to stay above the Super Bowl fray and instead create our own narrative,” Kate Coultas, a spokeswoman for J.C. Penney, told BuzzFeed in an e-mail. “Given it was cold, and we are selling Go USA mittens — we thought it could be a fun stunt!”

Coors Light is a winner in my book, for their response to JC Penney. Turns out alcohol wasn’t the problem here, but mittens were. Still, Coors was quick with a witty response. Any time brands that normally are unrelated spark up a conversation with each other is pretty cool! Proves there are humans on the other side of that computer.

Did you see Volkswagon’s wings commercial? Apparently Victoria’s Secret felt flattered by the imitation.

Has the idea of real-time marketing crested? Oreo set the golden standard which is very hard to imitate. Rather than forcing themselves into our lives, how about brands provide some value?

Winner of the night in my book?

Esurrance. I don’t own a car and therefore am not in the market for car insurance. But when I do buy a car and am looking for insurance? I will certainly check them out. They aired the first ad after the Super Bowl and saved $1.5 million by doing so. Thus, they are giving away the money they saved to one lucky fan. All you have to do is tweet with the hashtag #EsuranceSave30. Brilliant!

Flo from Progressive summed up the night best:

flo progressive super bowl 2014