Mountain Dew Brand Affinity Outweighs Media Brand Crisis

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The third Mountain Dew advertisement in the "Felicia the Goat" trilogy, by Tyler, the Creator, was met with allegations of racism in the blogosphere and media. But, Crimson Hexagon's social media analysis finds that the voice of the consumer diverges from the brand crisis in the news media.

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Mountain Dew Brand Affinity Outweighs Media Brand Crisis

  1. 1. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW BRAND & C0MMERCIALS
  2. 2. PROPRIETARY & CONFIDENTIAL On March 20th, Mountain Dew launched a three-part series of commercials featuring “Felicia the Goat,” an angry goat character and concept crafted by Tyler, the Creator, frontman of rap collective Odd Future.
  3. 3. PROPRIETARY & CONFIDENTIAL The final ad in the trilogy, posted on March 24th, sparked some controversy. On May 1st, scholar and writer Dr. Boyce Watkins wrote an article that quickly spread through social channels, arguing that the ad was the “most racist commercial in history.”
  4. 4. PROPRIETARY & CONFIDENTIAL In the media, the allegations of racism threatened to become a brand crisis for Mountain Dew. But what about the consumer voice?
  5. 5. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: BRAND AFFINITY Using Crimson Hexagon’s Forsight, we analyzed 5,600 relevant tweets regarding consumers’ opinions of Mountain Dew from December 17, 2012 to June 12, 2013.
  6. 6. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: BRAND AFFINITY 63% of the brand conversation was negative, mainly with complaints about the product itself.
  7. 7. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: BRAND AFFINITY We examined consumer opinion from the 28th of April, four days after the third ad launched, to the 4th of May, four days after Dr. Boyce Watkins published his article online. 51% of the social conversation praised or quoted several of the brand’s campaigns, including “Felicia the Goat.”
  8. 8. PROPRIETARY & CONFIDENTIAL BRAND AFFINITY: MOUNTAIN DEW On May 1st, the day Dr. Boyce Watkins published his article, 99% of the brand conversation on Twitter was positive, with 77% praising or quoting ad campaigns.
  9. 9. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: CAMPAIGN ANALYSIS Mountain Dew Campaign Analysis (3/20/13–6/12/13)•5,000Tweets We also analyzed the campaign from the day the first ad was launched (3/20/13) through June 2013. 60% of the overall conversation was positive, contrasting with the media portrayal of the commercial as racist and offensive.
  10. 10. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: CAMPAIGN ANALYSIS During the week that the third commercial went up, before Dr. Watkins posted his article, 94% of the overall conversation surrounding the ad campaign was positive. Mountain Dew Campaign Analysis (3/20/13–6/12/13)•5,000Tweets
  11. 11. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: CAMPAIGN ANALYSIS The following week, when Dr. Watkins’ article spread quickly on the web, 76% of the nearly 3,000 relevant posts of the social conversation surrounding the ad campaign were positive. 51% of that represented consumers who felt that people were overreacting to the ad and expressed disappointment that it was pulled.
  12. 12. PROPRIETARY & CONFIDENTIAL MOUNTAIN DEW: KEY TAKEAWAYS The majority of the brand conversation on Twitter was negative both before and after the campaign. The campaign did not significantly change the social conversation and social brand affinity surrounding Mountain Dew - Mountain Dew’s online brand reputation wasn’t severely harmed. The media expressed a different opinion than Mountain Dew’s consumers.
  13. 13. PROPRIETARY & CONFIDENTIAL Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Samsung, Paramount Pictures, General Electric, Starbucks, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON
  14. 14. PROPRIETARY & CONFIDENTIAL Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To

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