# Mobile Wars and Border Doors: The Ads of Super Bowl 51 - Link: https://chatterblast.com/blog/mobile-wars-and-border-doors-the-ads-of-super-bowl-51/ - Published: 2017-02-07T14:59:25-05:00 - Author: chatterblastteam What started as a snoozefest turned into the greatest comeback in **Super Bowl** history, earning **New England Patriots **QB **Tom Brady** his coveted fifth ring and FOX an [extra $20 million in ad revenue](http://www.sbnation.com/2017/2/6/14521026/super-bowl-overtime-ad-revenue-20-million-extra-commercials). Oh yeah, _the ads_: the other half of Super Bowl Sunday that makes it hard to catch a [bathroom break](https://www.youtube.com/watch?v=7gLjYrEDoxw). Brands had another strong year of online engagement, garnering **240 million **Facebook interactions,** 150 million **Instagram interactions and **27.6 million **tweets globally. With an average of **111.3 million **viewers, that can only mean one thing: Those viewers had a lot to say. The commercial landscape was bound to find controversy in post-election turmoil, but overall, the political messages were inclusive. Even **Lady Gaga** played it safe during her halftime show, and [viewership spiked](http://www.foxbusiness.com/features/2017/02/06/super-bowl-51-tv-ratings-gaga-sees-spike-but-patriots-comeback-can-t-top-record.html). So what was everyone posting about? Here’s a look at some of the most socially savvy advertising plays from Super Bowl 51. ### **T-Mobile** https://www.youtube.com/watch?v=Kg_4tX4XwI8 Let’s get down to business: #SB51 was a big year for **T-Mobile**. The carrier aired four commercials throughout the game, resulting in some great memes and putting top competitor **Verizon** on blast. The first spot featured **Justin Bieber** channeling his inner [Mr. Six](https://www.youtube.com/watch?v=LU2yt6wOoK0): > Anyone else think that Justin Bieber in that T-mobile commercial looks like the > old guy from the Six Flags commercials? [#superbowl](https://twitter.com/hashtag/superbowl?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/peKS7UyKAn](https://t.co/peKS7UyKAn) > — Liz Ronecker (@LizRonecker) [February 6, 2017](https://twitter.com/LizRonecker/status/828397760705474560?ref_src=twsrc%5Etfw) Next up was the dream team of **Martha Stewart** and **Snoop Dogg**, which was all that and a can-of-bisque: https://www.youtube.com/watch?v=8IZpNLPVkrg > For shizzle [@marthastewart](https://twitter.com/MarthaStewart?ref_src=twsrc%5Etfw) > [@tmobile](https://twitter.com/TMobile?ref_src=twsrc%5Etfw)! Come find me, I got > brownies! [#BagOfUnlimited](https://twitter.com/hashtag/BagOfUnlimited?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/rCyNykrfrI](https://t.co/rCyNykrfrI) > — Snoop Dogg (@SnoopDogg) [February 5, 2017](https://twitter.com/SnoopDogg/status/828388570456952835?ref_src=twsrc%5Etfw) The last two ads featured **Kristen Schaal** going 50 shades of creepy with Verizon. https://www.youtube.com/watch?v=b49dfTUFFZQ https://www.youtube.com/watch?v=pNCG9fHGXB0 While Verizon didn’t snatch up any airtime at this year’s Super Bowl, the competitor initially went aggressive in an online campaign against T-Mobile and **Sprint** but mostly ended up playing defense. https://twitter.com/verizon/status/828396853259493376 > .[@verizon](https://twitter.com/Verizon?ref_src=twsrc%5Etfw) guys… it can't go > any further. calm down. [pic.twitter.com/jINXguIUAD](https://t.co/jINXguIUAD) > — John Legere (@JohnLegere) [February 6, 2017](https://twitter.com/JohnLegere/status/828427009256628224?ref_src=twsrc%5Etfw) ### **84 Lumber** Viewers wondered if commercials would take a strong political stance on game day. Then came along the 90 seconds deemed “[too controversial to air](http://www.vanityfair.com/hollywood/2017/02/lumber-commercial-ending-super-bowl-controversial)” by FOX.   The spot—which is currently trending at #1 on **YouTube** with over **4 million** views—was edited down to a 45-second preview during the game that encouraged viewers to “complete the journey” online. Oddly enough, the symbolic look at immigration allows viewers to take both sides: [the commercial was reportedly inspired](http://www.adweek.com/brand-marketing/the-ending-of-84-lumbers-super-bowl-ad-is-a-beautiful-and-provocative-take-on-immigration/) by Trump’s promise that his border wall would have a “big, beautiful door.” > finally got to watch the end of the [#84lumber](https://twitter.com/hashtag/84lumber?src=hash&ref_src=twsrc%5Etfw)… > As a kid who moved here from Mexico at 8 years old this means everything. Great > message! > — J-Si (@JSiChavez5) [February 6, 2017](https://twitter.com/JSiChavez5/status/828608705629388800?ref_src=twsrc%5Etfw) ### **Buffalo Wild Wings** https://www.youtube.com/watch?v=poTk4Pymu5c In 2013, **Buffalo Wild Wings** was among the winners of clever tweeting during the infamous “[blackout bowl](http://www.si.com/nfl/2015/12/22/super-bowl-xlvii-blackout-superdome)”: > We just really don't want football season to end. Can you blame us? > — Buffalo Wild Wings (@BWWings) [February 4, 2013](https://twitter.com/BWWings/status/298245437373177856?ref_src=twsrc%5Etfw) This year the brand successfully went _bizarre_. A pre-game spot featured two eerie, hairless suits revealing the chain’s control over NFL Hall-of-Famer **Brett Favre**. The first-ever Super Bowl overtime played out well for B-Dubs, whose [#HitTheButton](https://twitter.com/hashtag/HitTheButton?src=hash) campaign asserted their mysterious power over sporting events. Oh, and Snoop Dogg extended his reach even further by getting in on the conspiracy. > ¯_(ツ)_/¯ [#HitTheButton](https://twitter.com/hashtag/HitTheButton?src=hash&ref_src=twsrc%5Etfw) > [#SB51](https://twitter.com/hashtag/SB51?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/ezATBf0lZr](https://t.co/ezATBf0lZr) > — Buffalo Wild Wings (@BWWings) [February 6, 2017](https://twitter.com/BWWings/status/828441503768915968?ref_src=twsrc%5Etfw) > .[@SnoopDogg](https://twitter.com/SnoopDogg?ref_src=twsrc%5Etfw) We’re not sure > we know what you’re referring to here, Snoop… [#HitTheButton](https://twitter.com/hashtag/HitTheButton?src=hash&ref_src=twsrc%5Etfw) > — Buffalo Wild Wings (@BWWings) [February 5, 2017](https://twitter.com/BWWings/status/828385763528155141?ref_src=twsrc%5Etfw) ### **Guardians of the Galaxy Vol. 2** Tying a movie trailer into the Super Bowl is no simple task. Of course, _**Guardians of the Galaxy Vol. 2**_ made it look easy using fun GIFs and branded emojis. > They're back. Tap the button and tweet [#GotGVol2](https://twitter.com/hashtag/GotGVol2?src=hash&ref_src=twsrc%5Etfw) > to see the full set of Guardians emojis… obviously. [https://t.co/z41pV9Bsj9](https://t.co/z41pV9Bsj9) > — Marvel Studios (@MarvelStudios) [February 5, 2017](https://twitter.com/MarvelStudios/status/828387583746977792?ref_src=twsrc%5Etfw) > Fumble! [#GotGVol2](https://twitter.com/hashtag/GotGVol2?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/9Y5YfKbr0k](https://t.co/9Y5YfKbr0k) > — Guardians of the Galaxy (@Guardians) [February 6, 2017](https://twitter.com/Guardians/status/828395059405938688?ref_src=twsrc%5Etfw) While the galactic heroes didn’t even use #SB51 in any of their posts, the trailer still racked up more than **40 million** views on Facebook and **13,000** retweets. And as for this Junior Blaster’s favorite Super Bowl spot? The one that had me screaming at the television, much to my roommate’s chagrin? ### **Netflix’s ****_Stranger Things_**** Season 2 Teaser** The surprise teaser for the new season of the **Netflix** favorite gave **Eggo** a stellar opportunity for engagement. The waffle brand has been on fire on Twitter, nodding at the series’ Upside Down and even flirting with **Zac Efron**. > uıɐƃɐ sn ɥʇıʍ ƃuıssǝɯ noʎ ǝɹɐ [@Stranger_Things](https://twitter.com/Stranger_Things?ref_src=twsrc%5Etfw)' > ʎǝɥ [pic.twitter.com/uOAGlhSVgj](https://t.co/uOAGlhSVgj) > — Eggo (@eggo) [February 6, 2017](https://twitter.com/eggo/status/828422393316139008?ref_src=twsrc%5Etfw) > .[@ZacEfron](https://twitter.com/ZacEfron?ref_src=twsrc%5Etfw) we're blushing. > Your speedo's not so bad either. [pic.twitter.com/dx8NLcduRM](https://t.co/dx8NLcduRM) > — Eggo (@eggo) [February 6, 2017](https://twitter.com/eggo/status/828426068214370304?ref_src=twsrc%5Etfw) What was your favorite ad from the big night? Let us know!