1.
Perfect Viral Ad prediction of Super bowl 2022
using Tease, Test, Tweak and Target method
Prof. Gerard Tellis
Prof. Arif Ansari
& Mr. Yusuf Ansari
(Intuition Intelligence Inc.)

2.
Superbowl 2022 Key Facts
• The Super Bowl Ad slot costs $7 million, and a few Super Bowl ads go viral each year. A
viral ad can potentially double or triple the Super Bowl audience.
• The Super Bowl is one of the last remaining mass-market TV events; Super Bowl Ads slots
sell 18 months in advance.
• Many Super Bowl 2022 Advertisers tried to do the Tease, Test, Tweak, and Target method
in an Adhoc way. But unfortunately, A/B testing of Ads is an old method, and it does not
help to improve the virality and resonance of an Ad.
References: Three Questions to ask before investing in the 2023 Super Bowl by Gerard J. Tellis, Yusuf Ansari and Arif Ansari - WARC Exclusive, May 2022

3.
METHODOLOGY TO PREDICT VIRAL ADS
INSIDE THE CONTENT & OUTSIDE THE CONTENT
Focused Study-based Analysis
Prof. Gerard J. Tellis and co-authors built
a model to predict the virality of Ads
using the Focused study method with
70+ factors. This method was modified
for Super Bowl 2022.
Social Media Effect on the Audience
Intuition Intelligence Inc’s Deep Learning
Viral Prediction Model using live social
media effect. It is based on two Machine
Learning Engines working in unison.

4.
Panel based Analysis predicts Virality based on
Video Content Characteristics
Based on Audience drivers of Shares
Mixed-Effects Model based on Information-Focused
Content, Emotional-Focused Content, Commercial Content,
Etc.,
Panel scores presence of various items in the content,
including Celebrities, Animals, Brands introduction, Etc.,
Panel raters need training to score the content
Virality is estimated based on 70+ factors
Updated for Super Bowl Analysis

5.
Deep Learning Model: Predicts
Virality based on Social Effects
Viral Grade is a rank ordered score
• Viral Rank 1 is the best
• The score generally ranges from
1 to 10,000
• The wide range is developed for
millions of contents posted per
day
• It auto adjusts for Genre, Topics
It is based on two Engines
• Viral Prediction Engine and Super
Relevance Engine.
Virality is based on 400+ different
variables

6.
Super Bowl Ads – Ad hoc Testing observed
Adhoc Tease, Test, Tweak, and Target methodology in Super Bowl by GM's Dr. EV-il Ad & BMW's Zeus and Hera Ad

7.
Viral Ranks
Super Bowl
Ads on Jan
26th, 2022
Brand Name Ad Title
VG Rank on
Jan 26th Views
Predicted
ROAS Date Published
Pepsi
The Call | Pepsi Super Bowl LVI Halftime Show
OFFICIAL TRAILER 8 9,233,180 10.36 Thu, 01/20/2022 - 21:45
Pepsico Road to Super Bowl LVI | PepsiCo 118 167,072 4.31 Thu, 01/13/2022 - 22:19
AT&T “A Lot In Common” | AT&T Fiber 281 388,149 2.22 Tue, 01/25/2022 - 23:35
Cheetos Questions 305 1,993,397 1.56 Thu, 01/20/2022 - 01:22
Doritos Trailer 318 37,252 2.77
Mon, 01/24/2022 -
22:35
Doritos Paw Prints 354 67,927 2.62
Mon, 01/24/2022 -
22:34
Lay's
Lay’s | “Big Fan” Super Bowl LVI Commercial
Teaser #1 655 2,666,525 1.42 Thu, 01/20/2022 - 19:51
Budweiser Budweiser | Super Bowl Teaser 2022 1002 2,348 1.03
Wed, 01/26/2022 -
22:02
Vroom
Vroom Official Big Game Commercial 2022 |
Flake the Musical 1295 5,463 1.46 Thu, 01/20/2022 - 22:09
Rocket
Mortgage
Rocket Mortgage Super Bowl Squares Ad 2022
| Enter Now! 2903 87,928 1.1
Wed, 01/12/2022 -
13:00
Note:
a. A lower VG rank value indicates a higher video performance, with a VG value of 1 being the best.
b. ROAS is the Return On Ad Spend
Intuition Intelligence Confidential 7

8.
8
256+ Ad Variants were released for Super Bowl 2022

9.
9
Ads like BMW scored very well on Panel Based Analysis because
of Emotions, Celebrity, Twist, etc.

10.
Ads like Alexa
Mind Reader
scored well on
both Panel based
Analysis & Social
Media Effects
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11.
The First-Ever All-Electric Chevy Silverado – New Generation (The Sopranos) | Chevrolet
11

12.
Viral – Across the International Audience
but did not do well with US Audience polling
because Turkish Airlines (International
brand)
Viral – Flattery & Newness
Performs Terrible on Panel Analysis
A lot of Influencers created content.
Scored well in the Social Media Effect
“Call to Action”
12
Outliers

13.
Super Bowl Comparison Results
Rank Top 15- USA Today Ad Age Intuition Intelligence (Deep Learning & Panel)
1 Rocket Rocket Coinbase
2 Amazon Toyota Amazon
3 Doritos GM Chevrolet
4 Kia Google Nissan
5 Toyota UberEats Turkish Airlines
6 Lays Expedia Budweiser-Clydes
7 BMW Chevrolet BMW
8 NFL Lays Google
9 E-Trade BMW GM
10 Nissan Amazon SquareSpace
11 Michelob-ultra-bowling Kia NFL
12 GM NFL Doritos
13 Budweiser -Clydes Verizon Kia
14 Verizon FTX Toyota
15 FTX SquareSpace Verizon
13

14.
Engineering
Virality into
content using
Systematic
Tease, Test,
Tweak and
Target method
Intuition Intelligence Confidential 14

15.
Bajaj Pulsar
Chalklines
Ad Campaign
Objective
Campaign to emphasis the
importance of social
distancing during the covid
season
Video was created with the
ability to cut into multiple
versions
Intuition Intelligence Confidential 15

16.
Instant feedback - Viral Grade Rank 1200 – Not good, not resonating with audience
Intuition Intelligence Confidential 16
Text Sentiments Feedback
Step 1: Tease – Release Bajaj Pulsar “Pulsar Chalklines” Ad

17.
STEP2: TESTING PHASE IN YOUTUBE – GIVES THE FEEDBACKS
Intuition Intelligence Confidential 17

18.
Thumbnail Feedback
1. Thumbnail is too busy to
understand the Bike Stunt
2. Title “Pulsar Chalklines” did not
convey the intended meaning
3. Tags were Not enough to make the
video “Search Engine Friendly”
Intuition Intelligence Confidential
18

19.
Text Sentiments Feedback
Intuition Intelligence Confidential 19

20.
Emotive Sentiments Feedback
Intuition Intelligence Confidential 20

21.
Focused Group Feedback – Panel Analysis is not done
Intuition Intelligence Confidential 21

22.
Comment Feedback – A Sample
Intuition Intelligence Confidential
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23.
Step3: Tweak
Intuition Intelligence Confidential 23
1. The Title was changed to “New Normal” in line with Brand Image
2. The Thumbnail was modified to bring in an element of surprise,
the audience were expecting a thrill ride stunt to make the Ad more clickable
and generate more organic views
3. New tags were added to make the Ad discoverable by “Search Engines”

24.
Original Title: Pulsar Chalklines
New Title: New Normal
Viralizing Title, Tags and Description with resonating keywords
Intuition Intelligence Confidential 24
Result of Engineering Virality by modifying
Tags, Titles and Description

25.
Tweak Iterations
Stunt Emotion &
Chalklines are hard to recognize as
it is too busy
Chalklines and Stunt
Emotion but failed on
Social distancing
Branding Message
Intuition Intelligence Confidential
25
Modifying the Thumbnail to make it more resonating

26.
Tweaks Inside the Video
Stunt Emotion &
Chalklines are hard to recognize as
it is too busy
Chalklines and Stunt
Emotion but failed on
Social distancing
Branding Message
Intuition Intelligence Confidential
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Modifying the Content Messaging based on Sentiment, Emoticon and Comments Feedback

27.
We Viralized
Bajaj Pulsar
Chalk Lines
Campaign
ROI by 3X
Before Final
Intuition Intelligence Confidential 27
Step 4: Target – Campaign – Money spent for 40 million views
Net Result: Highly Viral Video with Viral Rank of 318 (Lower number are better)

28.
Superbowl 2022
Conclusion
Conclusion
 Superbowl Ads are valuable assets for Brands
 Ad Hoc Tease, Test, Tweak and Target method increased Ads Virality and Reach.
General Motor’s Dr. EV-il commercial & others
 The Dual model was able to identify all the top 15 Viral Ads and it performed better than
the traditional agencies.
 Application of Systematic way of doing Tease, Test, Tweak and Target method was
demonstrated – This method is better than A/B testing of Ads
--------------
 Panel method largely Validates that the theoretical drivers of virality
 Funny Ad - BMW Zeus&Hera Ad
 Positive Emotions - Bud Clydesdale Horse and Dog
 Social Effects method is able to provide a confident viral score for all Ads
 Call to Action “Coin Base Ad” went viral even without any Emotive Content
 Evaluator Bias was observed in “Turkish Airlines Ad”
 Money Left on Table: Many brands missed the opportunity to further increase the reach by
doing “Spot Advertising (10-15 seconds)” to super targeted in the social media space.
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