Twitter’s most talked Super Bowl ad came not from Madison Avenue but Netflix, which unveiled a spooky trailer for season two of its award-winning series “Stranger Things.”

Playing on the heritage of Big Game advertising, the teaser begins with a short clip of a 70s Kellogg’s Eggo waffle commercial with the tag line, “L’Eggo My Eggo.”

The main character in the series, named Eleven, loves waffles.

The teaser generated some 307,000 mentions during the game, according to social-media measurement firm Amobee.

Coming in second place was wireless carrier T-Mobile, which spent big buying up three minutes of ad time featuring Justin Bieber, Martha Stewart and Snoop Dogg. T-Mobile got 91,000 tweet mentions in return.

Verizon, Sprint and T-Mobile all mobilized their social-media teams to attack each other during the Super Bowl.

“Here are some moves @tmobile doesn’t want you to see,” tweeted Verizon about T-Mobile’s Justin Bieber spot, which asked viewers to tweet their Super Bowl touchdown dances.

T-Mobile shot back, “Hate to break it to you. but T-Mobile One won’t punish you with overages.”

In third place came Procter & Gamble’s Mr. Clean, which won 80,800 mentions during the event.

In a piece that paid a nod to the joke that a woman’s porn is a man who cleans, a woman watches Mr. Clean scrub her house in a tight, white outfit while she ogles his body.

Mr. Clean then turns into a regular guy and the woman runs over to kiss him after he sweeps the floor.

Other brands that stirred conversation included Airbnb, which used a Super Bowl ad and the hashtag “#We Accept” to let the world know about its support of refugees.

Coke’s “America the Beautiful” ad and Audi’s equal-pay spot also reached the top of the Twitter charts, as did Anheuser-Busch’s ad about its 19th-Century immigrant founder.

Advertisers that generated the most Tweets between 6:30 p.m. and 11:00 p.m. Eastern Time on January 5, 2017.

Source: Amobee

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