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Doritos wins the BrandBowl. Budweiser Select 55 is biggest loser.

Posted by David Swaebe on 02/08/10
tags: , , , , ,

BrandBowl2010 Winners

According to the 63,000+ Twitter users whose comments were captured 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, 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 ten—but 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. 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 Five Least Effective Brands on BrandBowl2010

1. Budweiser Select55
2. Michelob Ultra
3. Teleflora
4. Honda
5. Diamond Foods’ – Pop Secret

The success of Brandbowl is due not only to all the people at Mullen and Radian6 who built it, but to many people in the social media community who helped promote it: @bbhlabs, @bigspaceship, @rga, @erproulx, @benkunz, @schwartzie14, @stevehall,  @kenwheaton, @lvanderpool and dozens of others.  That alone is a reminder of the worth of having a social network and a community.

  • xcreativity

    I have to say my favourite one is Parisian Love by Google. I think it's extremely well made and is really engaging. Although all others deserve attention too.

    Good job brandbowl and mullen.com by covering it up for us. Thanks!

  • http://www.andrewjtalcott.com andrewjtalcott

    this was genius marketing, you managed to analyze in real-time people's thought's feelings on the commercials they were being shown, at the same time marketing Mullen and Radian6 as major players in the next-in-line trend of social media analytics.

  • Coco

    I know it wasn't in the running but the Letterman Leno Oprah spot was great!

    http://www.youtube.com/watch?v=4YbjjX4eoAA

  • http://twitter.com/deiben13 David Eiben13

    wow, if doritos horrific advertising is deemed “most effective”, it is a sad state of our industry.

  • http://twitter.com/keithstoeckeler Keith Stoeckeler

    Had a lot of fun with you all yesterday.
    Great thinking, and even better execution with Brand Bowl 2010.

  • http://www.alyssagardina.com/ Alyssa G

    Great results and analysis from what turned out to be an online focus group of marketers, advertisers and consumers!

    One of the most interesting trends to me were the ads where the brand wasn't visible until the end of the spot, or barely apparent at all. I saw tons of tweets come by expressing excitement at the Harry Potter ride at Disneyworld – when the ride is actually at Universal Studios. The same goes for Vizio, Cars.com and FloTV – if the ad took too long to get to the point, the message was frequently lost.

  • http://twitter.com/PocketInfonet PocketInfo.net

    I agree with Alex – The Google Parisian Love was very well thought out even though it had been on YouTube a good 6 months before SuperBowl. Will watch out for #brandbowl again next year

  • Walt Landers

    Ha ha. Dorito ads were m i l d l y funny, as in the phony funeral, the tough, angry little kid, the painful dog collar; somehow, however, I was not hungry at all for tortilla chips after the ads.

  • http://twitter.com/jaredroy jared roy
  • http://www.andrewjtalcott.com andrewjtalcott

    this was genius marketing, #brandbowl managed to analyze in real-time people's thoughts and feelings on the commercials they were being shown, at the same time marketing Mullen and Radian6 as major players in the next-in-line trend of social media analytics.

  • http://www.GrouperEye.com/ ted

    BrandBowl is a great idea and you guys executed very well. Doritos and ETrade were both very funny, but I loved the Google spot. Thank you for setting this up and I hope you win the creative for Select55!

  • PineconeNW

    Any chance for a full report? I was steering the Intel Social Effort.

  • hankrearden1975

    Wondering where the Moto Ad with Megan Fox is?
    It was one of the best…no?

  • hankrearden1975

    What happened to the Motorola?
    IT was one of the best spots by a lot of people.

  • BrooklynTX

    Google's Parisian Love ad was timely with regard to Valentine's Day on the horizon. However, most importantly, it executed beautifully Google's brand mission and ease of use while emotionally engaging the viewer…and without using the images tab. ;) Well done.

  • http://twitter.com/ltotino ltotino

    how is Pepsi Refresh Project faring? would like to know if they are getting buzz without Super Bowl advertising.

  • Rachel

    Hey Mullen, aren't you owned my IPG, the same parent company as Select 55's Momentum?

  • jcstevens21

    We'd love to take Mullen up on their offer!!
    In full disclosure, we had a very nice .30 we did for Bud Select 55 for the Superbowl. But popular outcry leading up to the game put a .60 Clydesdale spot and an in-hindsight-probably-too-long Bud Light .45 on the game.
    So our 55 Launch .30 was pushed for one of the .15 product intro spots we did last year.
    They are nice spots as Bob Garfield pointed out this morning,
    http://adage.com/superbowl10/article?article_id…
    They aren't SB spots, as we knew.
    Either way, we are so incredibly humbled that a great agency like you would even consider trying to help us get it right, we're tingling with excitement to see your spots and your thinking. We want the A team. And would be thrilled at the idea of throwing it out to the world.
    I've just left you a message, so please give me a bell.

    Jeff Stevens

  • aphilipnewman

    hello

    can i ask -

    What was the search string used for Budweiser select55? to what extent, wouuld you say does the relative comlicatedness of the brand name influence occurences on twitter? i'm guessing the bud brand could have ben hamstrung if it was only picked up on twitter in long hand: was 'bud', or 'select 55' or 'budweiser' used in the seach query, as well as the full-length name?

    thanks
    phil

  • dswaebe

    Thanks Alexandre…sorry so slow to reply. Still in recovery from this project. Was a ton of fun, but taxing for the tech team, some of whom still haven't seen the game.

  • dswaebe

    Hey Jeff….think you and Edward Boches have exchanged voice-messages on this. We're happy to help if you want or get out of your face if you prefer. Mullen has had its share of Super Bowl success and failure. We're not perfect, but would certainly welcome chance to get back in the game with your team. Hope you and Edward connect and decide what's best. Thank you.

    David Swaebe

  • dswaebe

    You are very kind. Thanks for being part of the project.

  • dswaebe

    Agree, Google was a big favorite here at the agency. Brilliant that they kept it secret until Saturday before the game.

  • dswaebe

    Yes, let's chat. Can reach me at david.swaebe@mullen.com. Would be good for you to connect with Radian^ too.

  • dswaebe

    Thanks Alexandre…sorry so slow to reply. Still in recovery from this project. Was a ton of fun, but taxing for the tech team, some of whom still haven't seen the game.

  • dswaebe

    Hey Jeff….think you and Edward Boches have exchanged voice-messages on this. We're happy to help if you want or get out of your face if you prefer. Mullen has had its share of Super Bowl success and failure. We're not perfect, but would certainly welcome chance to get back in the game with your team. Hope you and Edward connect and decide what's best. Thank you.

    David Swaebe

  • dswaebe

    You are very kind. Thanks for being part of the project.

  • dswaebe

    Agree, Google was a big favorite here at the agency. Brilliant that they kept it secret until Saturday before the game.

  • dswaebe

    Yes, let's chat. Can reach me at david.swaebe@mullen.com. Would be good for you to connect with Radian^ too.

  • http://www.web2carz.com Used Cars

    Hmmm, I thought the select55 would do well.

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