1) The document analyzes brand equity and emotional sentiment around teams and brands involved in the Super Bowl, using metrics like XScore, which measures reach, favorability, and negative press. 2) Analysis of pre- and post-game sentiment found that the Patriots had more negative emotion due to Deflategate, while the Seahawks saw disappointment after their loss. Both teams saw increased attention and XScores after the game. 3) Pepsi's Super Bowl halftime show with Katy Perry generated significantly more social media conversation about the brand than Coca-Cola's campaigns, though Coca-Cola drove more positive emotions like affection and gratitude.

1. Super Bowl Social
Emotive Analysis
(Pre/Post Game)

2. Brand Equity of Teams
Patriots are the
team tied with
the Seahawks
(though a little
ahead).

3. Team XScores Pre-Super Bowl
Here the teams
are ranked by
XScore. This
looks at reach
and favorability
as well as “bad
press.” With the
bad press
adjustment, the
Seahawks had
a slight edge.

4. Team XScores Post-Super Bowl
After the Super Bowl,
all NFL teams gained
in XScore because of
the huge attention paid
to the event. This
shows the importance
of tent-pole events for
major properties. The
Seahawks and
Patriots both gained
6-points; however,
non-advantaged teams
like the Lions and
Rams did not realize
any Xscore gains.

5. Team Positive Emotion Scores (Pre)
#Deflategate had a large
impact on the Patriots, but
only for ~1.5 weeks… Then
the story faded.
Never underestimate the
short attention spans of
modern audiences. The
emotions most affected --
enjoyment and excitement -
- are both typically volatile.
Affection for the Patriots did
not significantly change.
Legend:
Patriots = Yellow
Seahawks = Green

6. Team Positive Emotion Scores (Post)
Gratitude is interesting: both
teams have spoiled fans who
expect to win. Also, it is a bit
surprising that the Seahawks
lost some affection given the
strength of their fanbase.
Preliminary investigation
suggests this is because many
outside of Seattle were rooting
for the Seahawks but such
fans lost interest when the
Seahawks lost the game.
Legend:
Patriots = Yellow
Seahawks = Green

7. Team Negative Emotion Scores (Pre)
Upon continued debate of the
#deflategate scandal, the
magnitude and intensity of anger
surrounding the Patriots spikes
before the Super Bowl, with
higher expressions of fear,
shame and disappointment
toward the Patriots than toward
the Seahawks.
[Note that negative emotions are
charted negatively (0 to -100), so
the lines move down when the
expression of negative emotions
increases over time]
Legend:
Patriots = Yellow
Seahawks = Green

8. Team Negative Emotion Scores (Post)
Given the way that the Super
Bowl ended, we see a spike in
disappointment for the
Seahawks. We also see the
negative chatter about the
Patriots return to baseline
levels (i.e. those levels prior to
the #DeflateGate scandal).
Legend:
Patriots = Yellow
Seahawks = Green

9. #DeflateGate Decay Rate
Here is the pattern of conversation surrounding #DeflateGate. Note that when the blue
bar is high compared to the green line, it means that major influencers and celebs are
piling into the conversation. For this topic, it appears that social influencers played a
role in ‘fanning the flames’. (Probably due to impacts from ESPN’s extended network)

10. Win, Lose or Draw, People Hate Brady
Tom Brady is not someone who is easy to relate to (for most Americans) and, as a result, unlike
most athletes, winning more actually hurts his favorability ratings. Tom Brady epitomizes “The 1%”
for many and no substantial perception changes toward him are seen post-Super Bowl (as expected)

11. “Brand Bowl”
Why care how much people ‘like’ various commercials or how much people chatted up a brand on
social media? These metrics only matter when impact brand perception and brand equity.
We define brand equity as a combination of the way people feel about a brand and the number
of people conversing about the brand. (Our method varies for B2B but the focus here is B2C only)

12. ‘Pepsi’ Creates a Splash at Halftime
Katy Perry’s halftime show (presented by Pepsi)
drew over 5x the amount of baseline chatter about
Pepsi on the day of the Super Bowl….
During the SuperBowl, more GENERIC hashtags
yielded the most engagement with Katy Perry in
particular (unlike the overwhelming exposure of
#SuperBowlXLIX in the Pepsi context). For future
events, advertisers may seek to align the BRAND
and ENDORSER hashtag triggers identically for
maximum messaging impact.

13. Pepsi vs Coca-Cola Emotion Shifts
Coca-Cola’s tactics via its
heartfelt ‘#MakeItHappy’
campaign helped to drive
affection toward its brand and
fostered a strong sense of
gratitude toward the brand
relative to other sponsors.
In contrast, Pepsi’s #Halftime
show and corresponding
promotion drove considerably
more excitement expressions
than Coca-Cola, also slightly
outperforming competitors on the
overall expressions of enjoyment.