Pepsi announced that it would not buy a Super Bowl ad in 2010 and instead invest the money in social media. This led to people discussing Pepsi as much as Coke in relation to the Super Bowl. The data showed that while Coke had a Super Bowl ad, Pepsi was mentioned more often with the Super Bowl than Coke on social media the week of the game. Both brands gained similar numbers of new Twitter followers on game day despite Pepsi not running an ad, showing that an ad does not guarantee increased engagement and that social media is revolutionizing advertising.

1. VS
in Super Bowl 2010
Measuring the Effectiveness of Advertising Using Social Media
www.statsit.com

2. 46%
Pepsi Announces “no Super Bowl
ad this year, money instead to social media”
and people talk about it together with Super
Bowl almost as much as about Coke.

3. Coke or Pepsi mentioned together with “Super Bowl”
but exclusive of other
12000
10000
8000
6000
4000
Coca-Cola
2000 Pepsi
0
Se
O
N
D
Ja
ct
ec
ov
pt
nu
ob
em
em
em
ar
er
be
be
y
be
r
r
r
Do you need an ad spot to be part of the talk?

4. Twitter Mentions During Super Bowl Week “Coke” vs “Pepsi”
12000
10000
8000
6000
4000
Coca-Cola
2000 Pepsi
0
M
Tu
W
Th sda
Fr
Sa
Su
on
ed
id y
tu
pe
es
ur
da
ne
ay
rd
da
r
sd
B
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ay
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a
ow
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l
Significant Difference Only on the Game Day

5. Themes around Pepsi the week of Super Bowl
Pepsi Superbowl 20.67%
Drinking Pepsi 16.67%
Latin American Issues 14%
Pepsi Refresh 13.33%
Marketing 8%
Pepsi Shopping Deal 4.67%
I Love Pepsi 4%
I Dislike Pepsi 2.67%
Choosing a Drink 2%
Other 14%
You don’t need a spot to get people talking

6. Themes around Coke the week of Super Bowl
Drinking Coke 30.19%
Messing with Coke 10.06%
Coke Super Bowl 9.09%
Coke Products 7.14%
I Love Coke 7.14%
Pumped on Coke 6.17%
Social Media 4.22%
I Dislike Coke
4.22%
Coke Health 2.6%
Other 19.16%
Nor Does Having one guarantee people will talk

7. What’s Super Bowl ad worth?
10k tweets in a few hours.
Coca-Cola
Pepsi
3500
3000
2500
2000
1500
1000
500
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Game-Day brand tweets hour-by-hour

8. Yet both added the same number of Followers
Coca-Cola
Pepsi
22,194
19,368
16,542
13,716
10,890
09-11 19-11 29-11 09-12 19-12 29-12 08-01 18-01 28-01 07-02

9. adsofsuperbowl
Following
Sudden surge in Twitter buzz (tweets)
doesn’t necessarily mean
engagement

10. 57% 43%
Pepsi is mentioned more often together
with Super Bowl than Coke on the
week of the Super Bowl

11. Social Media is a revolution
in advertising.

12. Want to find out how Pepsi and others utilize social
media as part of their advertising campaigns?
Get your copy of “The Super Bowl Playbook for
Advertisers” available only in print to qualified
agencies and the media.
LIMITED COPIES
Get in touch to get yours from john@statsit.com

13. ANALYTICS IS FUN