What do you get when you combine the power of Twitter with the blockbuster commercials run during the Super Bowl?
BrandBowl 2010.
Mullen, an ad agency based in Boston, and Radian6, a social media measurement firm, joined forces to amass a summary of tweets from more than 63,000 Twitter users and combine them with ad reviews and “a host of metrics” to garner a ranking of the top and bottom brands based on Twitter responses during the Super Bowl.
A total of 98,656 tweets were accumulated for BrandBowl 2010, according to Mullen. “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),” the company notes on its site.
Doritos finished the Super Bowl with the highest BrandBowl 2010 score (156). “Doritos won the title by virtue of dominating through sheer volume of tweets,” the BrandBowl 2010 Web site explains.
Google’s surprising $2.5-million foray into Super Bowl advertising earned it the second spot in BrandBowl 2010, with a score of 103. The search giant earned a higher percentage of positive tweets than Doritos.
Focus on Family was third with a score of 81. Snickers, Budweiser, Bud Light, Hyundai, Kia, GoDaddy and Coca-Cola rounded out the top 10 most effective brands in BrandBowl 2010.
Though neither of them cracked the top 10 overall list, McDonald’s (+9.73), Dr. Pepper (+9.46) and Universal (+5.29) racked up the top sentiment scores.
Doritos (18,247), Google (12,353) and Focus on Family (9,508) led the way in terms of total volume of tweets during the Super Bowl.
Budweiser Select55 earned the shameful honor of the least effective brand. To ease the pain of losing BrandBowl 2010, Mullen has “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.”
Michelob Ultra, Teleflora, Honda and Diamond Foods’ Pop Secret also earned low scores.
Nielsen notes that the Super Bowl attracted a record audience for the third year in a row, reaching 106.5 million viewers on Sunday night, up 8 percent from 98.7 million viewers in 2009.
Sources:
http://brandbowl2010.com/
http://www.mullen.com/2010/02/doritos-wins-the-brandbowl-budweiser-select-55-is-biggest-loser/
http://www.hulu.com/adzone
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122052
http://mashable.com/2010/02/08/super-bowl-advertisers-results/
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