According to the 400,000 tweets monitored by BrandBowl2012, Doritos was the most effective brand to advertise on the Super Bowl on NBC this year. Brand Bowl ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl spots. Boston-based Mullen and social media agency and Boston.com teamed up to present BrandBowl2012, a Twitter/Super Bowl experience that used real-time analytics from SalesForce Radian6 to determine which brands were getting the most and least amount of commentary and which brands were getting the most positive and negative tweets during the telecast. BrandBowl2012 ranked the commercials using some of the most comprehensive social media metrics available to analyze the full Twitter data stream.
Doritos won with its “Crash the Super Bowl” consumer-generated commercials. One spot featured a dog who bribed a man with Doritos to conceal the whereabouts of the family cat. A second spot featured a grandmother who sling-shots a baby in a swinging seat toward a tree fort to grab a bag of Doritos from a little boy. The second and third place overall finishers were Swedish apparel retailer H&M with a provocative spot starring soccer star David Beckham modeling underwear, and Chrysler, with a powerful message about the American economic recovery. The Chrysler commercial starred legendary actor/director Clint Eastwood. The spots appeared during a closely contested game between the New York Giants and the New England Patriots.
Brand Bowl Top Scorers
When all was said and done, the top ten brands (a combination of volume and popularity) were:
1. Doritos (48,498 Tweets) (Sentiment +29%)
2. H&M (43,536 Tweets) (Sentiment +14%)
3. Chrysler (33,943 Tweets) (Sentiment +10%)
4. Pepsi (39,242 Tweets) (Sentiment +8%)
5. Chevrolet (36,934 Tweets) (Sentiment +17%)
6. M&M’s (18,316 Tweets) (Sentiment +41%)
7. Budweiser (18,916 Tweets) (Sentiment +12%)
8. VW (17,131 Tweets) (Sentiment +26%)
9. Coke (18,463 Tweets) (Sentiment +4%)
10. Bud Light (15,298 Tweets) (Sentiment +18%)
Most Liked Brands
Those with the highest number of “positive” tweets were:
1. M&M’s (Sentiment +41%)
2. Best Buy (Sentiment +30%)
3. Doritos (Sentiment +29%)
Least Liked Brands
Those with the highest number of “negative” tweets were:
1. Go Daddy (Sentiment -10%)
2. Cars.com (Sentiment -2%)
3. Lexus (Sentiment -1%)
Most Volume of Tweets
The most talked-about brands (those with the highest number of overall tweets) were:
1. Doritos (48,811 Tweets)
2. H&M (44,031 Tweets)
3. Pepsi (39,765 Tweets)
The five least effective brands on Brand Bowl 2012
Those with a combination of low volume of chatter and low positive commentary:
1. Cadillac (Tweets 345) (Sentiment +2%)
2. Century 21 (Tweets 520) (Sentiment +6%)
3. Lexus (Tweets 922) (Sentiment -1%)
4. CareerBuilder (tweets 1001) (Sentiment +5%)
5. Hulu (Tweets 1191) (Sentiment +10%)
This is the fourth year that Mullen has run Brand Bowl and its second year of partnering with Boston.com to create the online experience where participants could view their tweets and see the dynamic brand rankings during the game. New features this year included:
• “Head-to-head” statistical breakdowns between brands
• A “featured tweet” section that highlighted funny and insightful tweets from participants
• A streamlined Brand Bowl mobile experience so users could more easily see the live rankings and tweet their votes.
“This was truly a watershed year for social media and the Super Bowl,” said Edward Boches, Chief Innovation Officer at Mullen. “With nearly 200 million people on Twitter and 2/3’s of all smart-phone owners using social media while watching TV, just about every brand built interactive elements into their commercials, knowing that the true measurement of success these days is immediate consumer reaction and long-term consumer engagement.”
