Tide, the washing detergent brand, used Twitter's Vine to tweet a looping video message during half-time.
The tweet, which appeared to reference Janet Jackson's wardrobe malfunction of ten years ago, by featuring a Pepsi bottle with a bra strap that breaks, was retweeted and favourited more than 400 times.
It was a clean halftime show except for all those .
— Tide (@tide)
H&M, the fashion retailer, referenced Axe's "kiss for peace" Super Bowl ad, which was the most-shared ad last week ahead of the event, to get in on the action.
The tweet also included the Axe ad's hashtag #KissForPeace.
we're taking this commercial break to
— H&M USA (@hmusa)
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that Percy Harvin, an offensive player for the Seattle Seahawks, was responsible for the peak of the conversation.
During the game, Harvin ran the game ball 87 yards to score a touchdown, which generated 381,605 tweets per minute – the highest of the game.
After the game, a celebratory tweet from the Seahawks' official account was retweeted more than 8,000 times.
Seahawks are bringing the first Lombardi Trophy home to Seattle.
— Seattle Seahawks (@Seahawks)
A "thank you" message to fans of the Broncos, sent from their official account was retweeted more than 6,000 times.
Still .
— Denver Broncos (@Broncos)
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