According to the thousands of Twitter users who participated in BrandBowl2010, Doritos was the most effective brand to advertise on the Super Bowl telecast on CBS this year. Budweiser Select55 was the least effective brand.
Mullen, a Boston-based advertising and social media agency, and Radian6, a leader in social media measurement, created BrandBowl2010, a Twitter/Super Bowl experience that combined tweeting, ad reviews and a host of metrics to let viewers generate and view real time ratings of the TV commercials that ran on the big game.
The results were determined from a total of 98,656 Tweets collected at BrandBowl2010. The site provided an overall ranking of the brands advertising on the game based on a composite score that takes into consideration both volume of tweets and sentiment (positive or negative).
TOP SCORERS
When all was said and done, the top three brands were Doritos, Google and Focus on the Family. Doritos won the title by virtue of dominating the sheer volume of tweets. That was enough to keep them ahead of Google, which had a higher percentage of positive tweets.
MOST POPULAR
The most popular brands at the BrandBowl were McDonald’s and Dr. Pepper. Interestingly, neither of these brands had the sheer number of tweets to break into BrandBowl’s top tenโbut the tweets about these brands were overwhelmingly positive.
MOST VOLUME
Again, the top three brands were Doritos, Google and Focus on the Family. These brands gapped the rest of the field in terms of volume of tweets, which dropped off sharply after the top three.
Free creative for Budweiser Select55
Mullen is offering Budweiser Select55, the last place finisher in BrandBowl2010, free creative services to make a better Super Bowl commercial next year. The Select55 spot this year was produced by a St. Louis agency called Momentum. Mullen has produced four Super Bowl commercials in the past, including the Monster.com spot When I Grow Up, which many ad critics consider among the best Super Bowl spots of all time.
“Clearly no one wants to come in last place,” said Edward Boches, chief creative officer at Mullen. “So to ease the pain, we’ve made a commitment to recommend, for free, to the losing brand, creative ideas for next year. Perhaps we’ll even crowdsource those ideas, asking the entire social media community to join us in offering up free recommendations.”
The Top Ten Most Effective Brands on BrandBowl2010
1. Doritos
2. Google
3. Focus On Family
4. Snickers:
5. Budweiser
6. Bud Light
7. Hyundai
8. Kia
9. GoDaddy
10. Coca-Cola
The Ten Least Effective Brands on BrandBowl2010
30. NBC’s Universal โ Universal Orlando
31. Paramount Pictures
32. FloTV
33. Cars.com
34. Motorola
35. Diamond Foods’ โ Pop Secret
36. Honda
37. Teleflora
38. Michelob Ultra
39. Budweiser Select55
About Mullen
Mullen is a full-service agency, integrating disciplines from creative to direct response, digital marketing, public relations and social influence, media planning and buying, and performance analytics. With an “unbound” approach to marketing, Mullen is a brand defined by a strong and enduring culture of collective entrepreneurialism. We build and grow businesses. Agency clients include LendingTree, Victorinox Swiss Army, Zappos, Match.com, CSX, SunTrust, Four Seasons Hotels and Resorts, U.S. Department of Defense, Olympus, MassMutual, General Motors, HSBC and The Stanley Works. Headquartered in Boston, Massachusetts, the agency also operates offices in North Carolina; Detroit and Pittsburgh. Mullen is an independent brand within the Interpublic Group of Companies (NYSE: IPG). For more on Mullen, please visit our agency blog.
About Radian6
Founded in 2006, Radian6 was created with the idea that companies need to be listening to the social web in order to effectively participate. Intelligence about online conversations is critical: companies need to know what’s being said about their brand, industry, and competitors online. So, we built a listening platform designed to help companies do just that.
But listening is just the beginning. Businesses need to measure. Analyze. Report on their social media efforts. And they need the tools to engage with their communities online. Radian6 provides the ability to do it all, and to scale it across all the areas that social media ought to touch: customer service, sales, public relations, marketing, management. www.radian6.com