Your SlideShare is downloading. ×
0
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Insights from super bowl xlvii   2013 post game analysis (brands + celebs) 2013 complete
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Insights from super bowl xlvii 2013 post game analysis (brands + celebs) 2013 complete

3,221

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
3,221
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Post  Game  Analysis   Most  discussed  brands  &  celebs  -­‐  Super  Bowl  XLVII  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   1   1  
  • 2. Post  Game  Analysis   Networked  Insights  analyzed  more  than  24  million  real-­‐<me  social  media  conversa<ons   across  TwiDer,  Facebook,  blogs  and  forums  for  the  dura<on  of  Super  Bowl  XLVII.       Analysis  was  performed  using  Networked  Insights  SocialSense  technology,  a  first  of  its   kind  marke<ng  decisions  plaPorm  used  by  brand  adver<sers,  marketers,  and   entertainment  companies  to  extract  consumer  insights  and  real-­‐<me  trends  from  social   data.      Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   2  
  • 3. Table  of  Contents   1.  Top  5  Most  Discussed  Super  Bowl  Topics   2.  Top  10  Super  Bowl  Ads   3.  Deep  Dive  Analysis:  3  Most  Interes<ng  Ads   4.  Top  5  Celebri<es  in  Super  Bowl  Ads   5.  Deep  Dive  Analysis:  Beyoncé  HalZime  Show   6.  Top  10  Most  Tweeted  Hashtags   7.  Top  5  SB  Adver<sers  Facebook  Fan  Page  Growth  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   3  
  • 4. Top  5  Most  Discussed  Super  Bowl  Topics   Super  (Social)  Bowl  XLVII   Social  Media  ConversaSon  Breakdown   While  Super  Bowl  XLVII  played  out  on  the  field,  viewer   reac<ons  baDled  it  out  on  social  media.     More  than  24  million  conversa<ons  took  place  online,   32%      Beyoncé’s  HalKime  Show   touching  on  the  big  game,  the  halZime  performance,     and  the  most  expensive  adver<sements  of  the  year.     21%      Ravens   Networked  Insights  used  its  marke<ng  decisions     plaPorm,  SocialSense,  to  organize  viewer  conversa<on   from  across  the  en<re  social  web.  Here  are  the  top   17%      49ers   themes  from  Sunday  night’s  game.     Due  to  the  increase  in  the  number  of  ac<ve  individuals   8%              AdverSsers     on  social  year  over  year,  it  comes  to  no  surprise  that     this  year’s  audience  was  even  more  socially  engaged   than  last.  Interes<ngly,  conversa<ons  during  the  game   3%              Blackout     about  the  adver<sers  represented  a  smaller  share  of   total  conversa<ons  than  they  did  last  year.  This  may  be   par<ally  related  to  the  fact  the  game  this  year  was   more  closely  contested  than  the  previous  year.      Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   4  
  • 5. Top  10  Super  Bowl  XLVII  AdverSsers   Net   Rank   AdverSsement   Volume   AdverSser   SenSment   AdverSsers  Winning  the  Big  Game   1   “Perfect  Match”   255,121   -­‐11%   GoDaddy.com   If  there  is  a  rule  for  Super  Bowl   2   “Viva  Young”   213,125   40%   Taco  Bell   adver<sing  success  it’s  to  be   memorable.  Social  data  provides   3   “Concept  30”   209,539   0%   Calvin  Klein   a  real-­‐<me  window  into  what   viewers  are  reac<ng  to  most.   4   “Brotherhood”   154,037   26%   AB  InBev     5   “Farmer”   96,326   54%   Ram   Using  SocialSense,  Networked   Insights  analysts  were  able  to   6   “Cookie  v  Cream”   65,373   16%   OREO   understand  not  only  which   commercials  ranked  highest  and   Wonderful   7   “Crackin  Style”   58,938   40%   Pistachios   lowest  (see  bolded)  but  why.       Tide  (Procter   8   “Miracle  Stain”   55,770   59%   &  Gamble)   The  brand  ranking  is  based  on   volume  of  posts  and  net   9   “Goat”   51,053   24%   Doritos   sen<ment,  the  +/-­‐  change  in   adtude.     10   “Fashionista”   47,962   43%   Doritos  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   5  
  • 6. Deep  Dive  Analysis:  3  Most  InteresSng  Ads   What  makes  ads  resonate  with  audiences?   Understanding  the  reasons  behind  why  an  ad  resonated  with  viewers  requires  a  deep  analysis  of  its  many  layers.  Using   proprietary  machine  learning  and  clustering  technologies,  Networked  Insights  is  able  to  dive  into  the  conversa/ons  around   the  ads  in  order  to  help  marketers  know  what  content  actually  worked  and  what  did  not.     Taco  Bell  –  “Viva  Young”   Tide  –  “Miracle  Stain”   GoDaddy.com  –  “Perfect  Match”   Highest  Post  Volume  &  SenSment   Highest  PosiSve  SenSment   Most  Post  Volume   In  this  Taco  Bell  Super  Bowl  ad,  watch  as  a   Tide  also  scored  with  an  ad  in  which  a  football   GoDaddy  made  an  impression  during  the  Super   group  of  young-­‐at-­‐heart  grandpas  and  grannies   jersey  stain  resembling  San  Francisco  49er   Bowl.  The  veteran  Super  Bowl  adver<ser   sneak  out  of  their  re<rement  home  for  a  night   provoked  strong  reac<ons  with  its  extreme   of  reveling.  With  the  band  “fun.”  singing  a   great  Joe  Montana  is  washed  out  by  a   comically  bad  Spanish  rendi<on  of  their   Bal<more  Ravens  fan.   close-­‐up  of  model  Bar  Refaeli  making  out  with  a   popular  hit  "We  Are  Young"  in  the  background,     nerd.     we  see  the  group  of  mischief-­‐makers  partying     hard  and  fast,  before  ending  their  night  at  -­‐-­‐   •  30%  -­‐  Loved  the  ad,  thought  it  was  clever,   cute,  and  hilarious   •  36%  -­‐  was  about  Danica  Patrick  and  how   where  else?  -­‐-­‐  a  Taco  Bell.   •  14%  -­‐  loved  that  the  wife  in  the  ad  was  a   she’s  ruining  her  career  endorsing  this  brand   •  24%  -­‐  Thought  that  the  ad  was  hilarious   Ravens  fan   •  35%  -­‐  was  about  how  disgus<ng  this  ad  was   •  13%  -­‐  liked  the  old  people   •  9%  -­‐  used  the  promoted  hashtag   and  how  much  they  hated  it  (especially  the   •  12%  -­‐  thought  that  this  ad  “won”  the  Super   crass  sound  effects)   “#MiracleStain”   Bowl   •  8%  -­‐  loved  that  the  stain  was  of  Joe   •  7%  -­‐  was  about  Bar  Refaeli   •  9%  -­‐  talked  about  how  the  ad  featured  “We   Montana   •  1%  -­‐  was  about  how  they  thought  GoDaddy   Are  Young”  in  Spanish   •  5%  -­‐  was  about  the  blackout  ad  hijacking   had  goDen  Kramer  (from  Seinfeld)  to  be  in   Tide  promoted  with  #TidePower   the  ad  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   6  
  • 7. Top  5  Super  Bowl  XLVII  CelebriSes   Super  Bowl  Star  Power   CelebriSes  in  the  Spotlight   Which  celebri<es  struck  a  chord  with  viewers  this   Rank   Name   Post  Volume   Net  SenSment   year?  Social  data  revealed  the  most  discussed  celebrity   adver<sement  appearances  during  the  Super  Bowl.     1   PSY   18,046   4%     PSY,  the  South  Korean  Gangnam  Style  singer,  was  the   most  talked  about  celebrity  of  the  night,  due  to  his   2   Amy  Poehler   16,341   46%   appearance  in  a  spot  for  Wonderful  Pistachios.     3   Paul  Rudd     11,872   18%   Coming  off  a  popular  co-­‐hos<ng  gig  for  the  Golden   Globes,  however,  Amy  Poehler’s  appearance  in  a  Best   Buy  ad  had  the  most  posi<ve  viewer  reac<on.  This  is  in   contrast  to  the  rather  low  engagement  with  the  ad’s   4   LeBron  James   10,720   8%   hashtag  #InfiniteAnswers.     5   Seth  Rogen   7,089   19%   By  combining  3  celebs  in  their  ad,  Samsung  captured   half  of  the  top  5  post  volume.   Post  Volume:  #  of  men<ons   Net  Sen<ment:  +/-­‐  swing  in  adtude  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   7  
  • 8. Deep  Analysis  of  the  Beyoncé  HalKime  Show   HalKime  Hit   Social  Media  ConversaSon  Breakdown   Beyoncé  brought  the  house  down  at  Super   Bowl  XLVII,  but  what  really  got  viewers   30%  -­‐  Thought  “OMG,”  Beyoncé  was  amazing   talking  on  social  media?     23%  -­‐  was  about  Des<ny’s  Child’s  cameo   Networked  Insights  analyzed  more  than     11%  -­‐  thought  that  Beyoncé  should  be  named  the   6  million  conversa<ons  on  TwiDer  about  the   game’s  MVP   star’s  performance  and  iden<fied  the  top   10%  -­‐  was  about  how  people  think  that  Beyoncé   conversa<on  themes  that  inspired  viewers  to   react.   made  some  Illumina<  hand  signs          7%  -­‐  was  about  how  elaborate  her  stage  was  and   Using  this  data,  marke<ng  professionals  and   how  much  fire  there  was  on  stage   event  organizers  can  ascertain  which  guest   appearances  surprised  viewers,  and  which   arrangements  failed  to  impress.  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   8  
  • 9. Top  10  Most  Tweeted  Hashtags   Rank   AdverSsement   Rank   AdverSsement   Cross  Pladorm  AdverSsing     #Clydesdales      #HandleIt   1   6   (Budweiser)   (Speed  S<ck)   TwiDer  hashtags  were  men<oned  in   2   #Doritos   7   #HereWeGo   26  of  the  52  na<onal  commercials   (Pepsi  Frito-­‐Lay)   (Bud  Light)   CBS  broadcast  in  this  year’s  Super   #CrackInStyle   #GetHappy   Bowl.  That  is  a  300%  increase  from   3   (Wonderful  Pistachios)   8   (Volkswagen)   2012.  Facebook  men<ons  dropped   #CalvinKlein   #TheNextBigThing   50%,  only  being  men<oned  in  4   4   (Calvin  Klein)   9   (Samsung)   commercials.   #GodMadeAFarmer   #MiracleStain     5   (Ram)   10   (Tide)   Takeaway:  When  it  comes  to  real-­‐ <me  marke<ng  and  second  screen   adver<sing,  TwiDer  dominated.   OREO’s  use  of  the  SuperDome’s   unexpected  blackout  with  it’s  on-­‐ the-­‐fly  update  is  a  perfect  example  –   that  ad  was  retweeted  over  12,000   Smes.    Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   9  
  • 10. Top  5  Facebook  Fan  Page  Growth  –  Super  Bowl  XLVII   Brands  Find  Facebook  Friends   Super  Bowl  Super  Fan  Pages   Embedding  social  call-­‐to-­‐ac<ons  (CTA)  into   Rank   AdverSser   %  of  New  Fans   tradi<onal  ads  has  become  a  popular   1   Hyundai   3.00%   strategy  for  brands  during  the  last  year.  What   2   Lincoln  Motor   2.57%   beDer  way  to  test  that  theory  than  at  the   Super  Bowl?     3   GoDaddy   2.47%   4   RIM   1.81%     5   Wonderful  Pistachios   1.39%   Networked  Insights  determined  the  brands   that  most  successfully  leveraged  Facebook   Rank   AdverSser   #  of  New  Fans   fans  either  through  embedding  social  call-­‐to-­‐ 1   Blackberry   431,094   ac<ons  (CTA)  or  smart  content.     2   Coca-­‐Cola   379,133     3   OREO   114,049   Hyundai  had  the  largest  percentage  of  new   fans,  while  Blackberry  added  the  largest   4   Mercedes-­‐Benz   54,817   amount  of  new  fans.   5   Taco  Bell   54,250  Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   10  
  • 11. What  we  did   Key  Terms   Networked  Insights  analyzed  more  than  24  million   Share  of  voice  –  the  percentage  of  the  conversa<on  across   real-­‐<me  social  media  conversa<ons  across  TwiDer,   social  media  focused  on  a  par<cular  Super  Bowl  adver<sement   and  its  contribu<ng  aDributes  (celebri<es,  featured  products,   Facebook,  blogs  and  forums  for  the  dura<on  of   etc.).     Super  Bowl  XLVII.         Net  senSment  –  the  posi<ve  or  nega<ve  swing  in  social   Analysis  was  performed  using  Networked  Insights   sen<ment  across  social  media.   SocialSense  technology,  a  first  of  its  kind  marke<ng       decisions  plaPorm  used  by  brand  adver<sers,   Social  Index  –  a  composite  score  of  post  volume,  conversa<on   sen<ment,  and  the  accelera<on  of  the  conversa<on.   marketers,  and  entertainment  companies  to  extract     consumer  insights  and  real-­‐<me  trends  from  social   data.   Post  Volume  –  the  number  of  men<ons  on  social  media.      Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   11  
  • 12. Helping  markeSng  professionals  make   sense  of  the  social  web.     Ques/ons  or  comments,  please  contact:   Dave  Struzzi   PR  Manager   Dave.Struzzi@networkedinsights.com   O:  646.545.3901   M:  646.963.5062Proprietary  and  confiden/al   Proprietary  and  confiden<al   ©2013    Networked  Insights  -­‐   12  

×