McDonald’s showed lovin’ to viewers of Super Bowl 49 with a bold and unprecedented sweepstakes. Following each national Super Bowl commercial, McDonald’s tweeted a prize from or related to the advertiser of that commercial – each unique retweet was counted as an entry. Individuals could enter to win up until 11:59pm PST with prizes fulfilled over the weeks following the game. From luxury vehicles and trips to an avocado, McDonald’s became the first brand to give away every single nationally advertised product in the entire Super Bowl.

We had a modest budget (at least by Super Bowl standards) of $500k, but in the end, we awarded 56 prizes and essentially compressed the volume of a multi-week promotion into just one momentous night. The promotion alone significantly increased positivity for and generated over 161 million potential impressions for @McDonalds, making it the most retweeted brand ever in a single day.

On the one day that the general public actually cares about commercials, the Super Bowl, we showed lovin’ to the other advertisers. ALL of them. As brands aired spots, we sent positive tweets about each commercial while also giving away EVERY SINGLE PRODUCT the brands were advertising. Entering to win prizes was as easy as retweeting our lovin’ posts.

Harnessing the lovin’ of the 87% of US entertainment consumers who use a 2nd screen while watching TV, McDonald’s earned 1.2 million retweets in just nine hours—becoming the MOST RETWEETED BRAND in a single day EVER. McDonald’s held 23% share of brand conversation for #SB49, increased positive sentiment 96% , decreased negative sentiment by 31% and was crowned by Twitter as the best in the Super Bowl.