The Super Bowl has become a TV viewing event that draws audiences to the commercials as much as the game. In fact, 16 percent of viewers say they pay more attention to the ads than the game itself.

Each year, advertisers clamor for seconds in the highly sought-after timeslot, some even forking over as much as $3.5 million. That’s quite the investment.

To help bolster ROI, marketers used social media to further conversations online and engage audiences. Building on the metadata trend, this year, 1 in 5 commercials featured a hashtag and viewers were encouraged to vote for their favorite ads by hashtag on Twitter. In the end, it was Samsung that received the most votes, trailed closely by H&M, M&M and Kia.

Which Super Bowl commercial was your favorite? Here are just a few from Volkswagon, Career Builder, Go Daddy, E* Trade, Audi, Dannon and Cars.com. Leave your comments or a link to your favorite commercial below.