Esurance, Doritos ads drew the most tweets during the Super Bowl. Fred Katayama reports.

(Reuters) – The Super Bowl game hadn’t even started yet, but Esurance was already winning on a different field … Twitter.

The company ran its TV ad before kickoff of the championship football game and quickly drew around 221,000 tweets. It offered a big incentive, promising up to $1 million in winnings for those who used its hashtag #Esurancesweepstakes.

Doritos-crunching prompted about 140,000 posts on Twitter, according to Amobee Brand Intelligence, a marketing technology company.

Mountain Dew was third with roughly 31,000 tweets.

Twitter aside, the most popular commercials, according to USAToday’s ad meter rankings: Hyundai’s “First Date,” Heinz’s “Wiener Stampede” and that Doritos ad.

Companies paid up to a record $5 million for a 30 seconds spot during the big game.

The Super Bowl ad battle starts weeks before the game when brands post commercials or short teasers online.