The 2012 Super Bowl Hashtag Timeline

A lot of the ads on Sunday night went after the viewers who were busy on Twitter. One user gauges their success.

People used to just watch the Super Bowl during the Super Bowl. Not in 2012. Now it's all about tweeting, texting, and, apparently, copulation. And Twitter is of particular interest to advertisers, who filled last night's commercials with more hashtags than the talking animals of years past, an attempt to snare a major media event's "second screens" and get people talking about whatever they happen to be selling. Inevitably, though, the strategy has its mishaps — namely, that Twitter users are prone to using a company's own hagtag against it. Like so.

The Brand: Best Buy

The Hashtag: The electronics store has a #betterway to buy a cell phone. It involves going to Best Buy.

The Correct Response: "Can't wait to get my new phone from Best Buy #betterway."

Actual Response:

The Brand: Bud Light Platinum

The Hashtag: The new brew also gets its own conversation: #makeitplatinum.

The Correct Response: "The next time I want a cheap beer that will get me drunker than other cheap beers, I'm going to #makeitplatinum."

Actual Response:

The Brand: GE

The Hashtag: #Whatworks associates GE with a genuinely American work ethic: regular guys and big, metal turbines. Oh, they also mention beer.

The Correct Response: "That's right, @GE. Thanks to you, America is #whatworks."

Actual Response:

The Brand: Hulu Plus

The Hashtag: Hulu wants to turn your brain into #mushymush.

The Correct Response: "I like having a brain, but having access to thousands of shows on Hulu Plus is worth having it turn to #mushymush."

Actual Response:

The Brand: Jack in the Box

The Hashtag: #Marrybacon asks the question you may have already been asked by your twelve-year-old nephew at breakfast: "If you love bacon, why don't you marry it?"

The Correct Response: "New JitB bacon shake makes me want to #marrybacon!"

Actual Response:

The Brand: H&M

The Hashtag: The Swedish retail company went the straightforward route with its #beckhamforhm, keeping the focus on the person it paid so much to stand in his underwear.

The Correct Response: "Can't wait to wear #beckhamforhm!"

Actual Response:

MARCHE: A Plea for Better Commercials >>

Advertisement - Continue Reading Below
More From Sports