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NASCAR Wins with Pepsi Viral Video


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Crimson Hexagon explores the unexpected effects of a viral Pepsi video on NASCAR. Further analysis and insights on Crimson Hexagon's blog:

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NASCAR Wins with Pepsi Viral Video

  2. 2. How are customers talking aboutbrands during NASCAR commercials? PROPRIETARY & CONFIDENTIAL
  3. 3. CASE STUDY: NASCAR, Commercials & Brands Date Range: February 16, 2013 to March 25, 2013 Sources & Volume: 12,708 Tweets and Facebook posts. SUMMARY: Using ForSight, our analysts examined how viewers are interacting with major brands, during and after major races, starting with Daytona and ending with the Auto Club 400. PROPRIETARY & CONFIDENTIAL
  4. 4. VOLUME: RACE CORRELATIONS & THE UNEXPECTED Daytona 500 ASpring Unlimited FINDINGS: Posted to YouTube Subway Fresh Fit 500 A. Expected: Volume Kobalt Tools 400 Food City 500 rises around race day. Auto Club 400 B. Unexpected: Volume B grew when Jeff Gordon Pepsi commercial posted to YouTube.But does sentiment change? PROPRIETARY & CONFIDENTIAL
  5. 5. COMPARING SENTIMENT: PRE & POST PEPSI Feb 16 - March 9 A March 10 – March 25 A B B C C D DFINDINGS: A. Positive sentiment grew by 91%. B. Pepsi’s positive sentiment increased from 2% to 51% C. Negative sentiment decreased by 58% D. Negative sentiment because of too many commercials decreased by 63%. PROPRIETARY & CONFIDENTIAL
  6. 6. TOO MANY COMMERCIALS & PEPSI ADS March 10 - 25 Posted to YouTube Kobalt Tools 400FINDINGS: Food City 500 Auto Club 400 A Frustration with Too Many Commercials decreased as the popularity of the Pepsi commercial B increased. A Percentage of Conversation about Pepsi B Percentage of Conversation about Too Many Commercials PROPRIETARY & CONFIDENTIAL
  7. 7. NASCAR Wins Big From PEPSI Viral Video KEY INSIGHTS AND TAKEAWAYSRead more about the effects of the Pepsi viral video on social opinion about NASCAR at the Crimson Hexagon blog PROPRIETARY & CONFIDENTIAL
  8. 8. CRIMSON HEXAGON 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, The United Nations, and many more. For more information go to: 8 PROPRIETARY & CONFIDENTIAL