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Chrysler wins BrandBowl2011- best advertiser on the Super Bowl telecast according to Twitter users

Posted by David Swaebe on 02/07/11
tags: , , , , , ,

Chrysler surged to top with powerful ode to Detroit

According to the 300,000+ tweets monitored by BrandBowl2011, Chrysler was the most effective brand to advertise on the Super Bowl telecast on the FOX Network this year. Cars.com was the least effective Super Bowl advertiser, according to the results (which were compiled immediately upon the game’s conclusion).

 

Chrysler won with a powerful two-minute long spot starring the pop star Eminem cast in an ode to his native Detroit. The spot appeared during the third quarter of a closely contested game between the Green Bay Packers and the Pittsburgh Steelers.

 

Mullen, a Boston-based advertising and social media agency, Radian6, a leader in social media measurement and engagement, and Boston.com, teamed up to present BrandBowl2011 a Twitter/Super Bowl experience that used tweets about the ads to inform real-time metrics. It allowed the public to view immediate rankings of the most and least effective brands on the Super Bowl this year.

The Radian6 platform determined the results by pulling in the full data stream from Twitter. The results were measured on not only the volume of conversations, but also the positive/negative sentiment surrounding the conversations. BrandBowl2011 is able to rank the ads using some of the most comprehensive social media metrics available. During the broadcast of Super Bowl XLV, over 250,000 tweets were counted to determine the winners of BrandBowl2011.

“We’ve reached a point where advertising, even the outbound interruptions, is social,” said Edward Boches, chief innovation officer at Mullen. “Consumers want to talk about the ads and marketers are starting to realize that the greatest value of their Super Bowl buy is the conversation that takes place online.”

“Social media lets advertisers see the impact of their ads in real time,” said David Alston, CMO at Radian6. “The top advertisers on the Super Bowl prove how a traditional TV spot can potentially be leveraged on the social web.”

 

TOP SCORERS

When all was said and done, the top ten brands (a combination of volume and popularity) were:

1. Chrysler

2. Doritos

3. Volkswagen

4. Pepsi Max

5. Best Buy

6. Lipton Brisk

7. Coca-Cola

8. Go Daddy

9. Motorola

10. Chevrolet


 

MOST POPULAR

The most popular brands (those with the highest number of “positive” tweets) were:

1. Volkswagen

2. Bridgestone

3. Audi

MOST VOLUME

The most talked-about brands (those with the highest number of overall tweets) were:

1. Doritos

2. Chrysler

3. Volkswagen

 

The Five Least Effective Brands on BrandBowl2011

 

1. Cars.com

2. HomeAway

3. Hyundai

4. SalesForce.com

5. BMW

 

 

Congrats to all the Super Bowl advertisers for putting their money and their careers on the line this year. And congrats to the Green Bay Packers.

  • http://scalableintimacy.com Mike Troiano

    Curious where “Detroit” came out in all this. I bet they did better than the brands at the bottom of your list.

  • Mechadsey

    Felt like Crysler was talking to themselves. Or the government that owns them. Blah

  • Mechadsey

    Felt like Crysler was talking to themselves. Or the government that owns them. Blah

  • Midmojoe

    How does VW place in top 3 of both most popular and most talked about yet finish 3rd on best brand behind Chrysler? Something seems skewed…Obviously your study favored response over results

  • Anonymous

    A big thank you to Mullen, Radian6, and Boston.com: Brand Bowl was a lot of fun.

    It would be useful to know what the least volume was, even if you don’t want to say what the least popular was. (I think I know anyway.)

  • http://ariherzog.com Ari Herzog

    Stepping away from tweet volume and sentiment, I’m curious if there is a measurable correlation between the above content and 1) money spent on each spot and/or 2) products purchased over the next month.

    In other words, to what extent will social media help brands see positive ROI after deducting the cost of producing the advertisements?

  • http://www.maxadv.com/ Christie Dobbins

    Overall a very good showing by all things automotive from cars to car parts. Hoping that these ads pump up auto sales as much as fans during the game. I just might consider a Chrysler as my next car purchase.

  • http://twitter.com/luckylou Luis Antezana (luckylou)

    One brand worth noting is Groupon – for a long time they were the only brand in the top 30 with a negative rating (and a terrible one at that), and even the current results show it as the only top 15 brand with a negative rating. Their unenviable combination of having among the highest volume of tweets combined with the lowest sentiment showed them as the clear loser of the day.

    Thanks for this, too. Had an enjoyable experience using it and checking throughout the day. I wish the results were now displaying aggregate totals since the game began instead of continuing to show only the past five hours worth, or at least would like a separate link to see those results.

  • http://twitter.com/michaelgass Michael Gass

    Mullen & Radian6 are the real winners. Outstanding job. You made the Super Bowl night very entertaining. Thanks for all of your hard work in creating and facilitating BrandBowl 2011. Now get some sleep!

  • Delucafm

    Is there any way that I can see the full 39 final tally please? You can email me at delucafm@gmail.com

  • http://incometaxcalculatorblog.com/ income tax calculator

    personally I liked the VW the best

  • http://incometaxcalculatorblog.com/ income tax calculator

    personally I liked the VW the best

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