Super Bowl 2017: Did Audiences Get the Joke Behind Failed Snickers Live-Stream Ad?

Anticipation for the first ever live-streaming commercial during the Super Bowl broke on Sunday as viewers saw Adam Driver (purposefully) ruin the skit. From Mon. Feb. 6 to Tues. Feb. 7 at 2 p.m., seven out of ten top retweeted posts are from the official @SNICKERS account. Snickers is a leading player in the conversation on Twitter, but what does that say about the otherwise quiet audience?

Not only is Snickers seeing a drop in overall conversation, those still talking seem to be indifferent about the commercial. The remaining engagement includes retweets of the Snickers account or of publications such as Adweek and Adage sharing articles describing the commercial. Very few posts from users include actual emotions or reactions to the live-stream, leaving Snickers with 89 percent neutral sentiment.

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