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Super Bowl 2011 Video Update - Super Bowl Social Brands Scoreboard


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Find out the effects of big game advertising affecting social media. In this video update, see how Chrysler, Best Buy & Pepsi use music talent to sustain their
Super Bowl XLV Ads via Social Media Video Views.

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Super Bowl 2011 Video Update - Super Bowl Social Brands Scoreboard

  1. 1. Chrysler, Best Buy & Pepsi use music talent to sustain theirSuper Bowl XLV Ads via Social Media Video Video Views 1
  2. 2. YouTube The Most Viewed Super Bowl Commercials 2
  3. 3. Timeline of Events Super  Bowl  XLV   The  Grammy’s   Feb  6   Feb  13   Feb  11   Never     Say     Never     Movie     (Jus;n  Bieber) 3
  4. 4. Total YouTube Views Top 10 – As of 2/10 As a Recap, let’s take a look at the Top 10 YouTube Views as of 2/10 (four days after Super Bowl). Clearly VW won this battle with more than 21 million views for Little Darth Vader. BUT, did you know the commercial had more than 10 million views before it aired Super Sunday as part of a pre-game buzz campaign from VW and its agency Deutsch? 4
  5. 5. Total YouTube Views Top 10 – As of 2/17 How did these Total View ad giants look a week later? Best Buy was the big gainer, likely helped by Justin Bieber’s movie release which coincided with the Grammy’s. Using Justin appears to be a great way to give this Super Bowl ad extended life. Other gainers were the Doritos Finger Licking and Bridgestone Carma spots. 5
  6. 6. Staying Power - YouTube Growth WoW To measure “staying power” of these videos we looked at the growth in video views since last week. The re-ordered list is shown here. Surprised? How about the foresight of these ad campaigns to include Grammy winner Eminem and “extend” the life of these ads. Justin Bieber’s ad also topped this list. has the lowest total views of this bunch but had a great gain WoW. 6
  7. 7. Sentiment - YouTube Like Ratio When looking at the updated ratio of Likes to Dislikes on YouTube within these Super Bowl Ad commercials, Bud Light’s faux kitchen remodel tops the list. Interestingly, the controversial HomeAway ad also rates high. PepsiCo’s humor entries garnered great Like ratios across the board. Sentiment was 12.2% for The Reviews are In, ahead of Doritos and the PepsiMax First Date ad. 7
  8. 8. Paying for Views Which Online Commercial Views were lifted by Paid Media? 8
  9. 9. Who Paid for Video Views? While it’s hard to measure exactly how much was spend in paid media to boost the views on these YouTube commercials, we can tell you it did indeed happen. Shown here are some ads we caught advertising on Google AdWords. 9
  10. 10. Additional Resources More about Paid Media Ad boost & Preview “buzz” & Chrysler’s SOLD OUT Ts 10
  11. 11. Articles and ResourcesAr#cle  Headline   Link   hDp://     hDp://     hDp://     hDp:// MashableSB45     hDp:// 11
  12. 12. Chrysler Slogan Makes it to T-Shirts •  Chrysler ran a two-minute television commercial Feb. 6 during the third quarter •  The company estimates that the 2-minute commercial is the longest in Super Bowl history •  The ad currently has more than 7 million views on YouTube •  More 12
  13. 13. APPENDIX – Project overview and background on this report 13
  14. 14. About the Super Bowl Super Bowl I 1967 Super Bowl XLV 2011 •  The Super Bowl is the championship game of the National Football League (NFL), the highest level of professional American football in the United States. •  The game was created as part of a merger agreement between the NFL and its then-rival league, the American Football League (AFL). •  It was agreed that the two leagues champion teams would play in an AFL–NFL World Championship Game until the merger was to officially begin in 1970. •  "Super Bowl Sunday" is the second-largest day for U.S. food consumption, after Thanksgiving Day. •  Super Bowl XLV became the most-watched U.S. television program in history, drawing an average audience of 111 million viewers and taking over the spot held by the previous years Super Bowl XLIV, which took the 28-year reign from the final episode of M*A*S*H.) •  Still, as we were reminded by a comment on our Super Bowl guest blog with HubSpot, the worldwide king of TV ratings is still the original ‘football’, as the 2010 World Cup was viewed by 700 million sports fans 14
  15. 15. The Commercials•  Prices for advertising space can typically cost millions of dollars; 30 seconds of advertising time during the 2010 telecast was $2.6 Million, and rose to $3.0 million in 2011•  There is concern about the viewing of commercials with the use of DVRs, however TiVo reports that viewers pause and rewind back to previous commercials that they enjoy Cost of Super Bowl Ad ($US) 15
  16. 16. About this Project•  We love reading and watching Ad Critics, especially for the Super Bowl•  But we believe that while a professional ad critic ranking is important, in today’s world of social media and user generated content the public consumer might just be the best judge of an ad’s effectiveness •  Stopping with just an ad critic ranking would be akin to having the Meet the Press panel elect our new U.S. President … why not let the people decide?•  We set out to measure key social media benchmarks and attempt to show “lift” per company and brand following their Super Bowl Commercial(s) 16
  17. 17. Ad Critics & Panels•  Despite the fact we wanted to bring some objectivity to the subjective process of ranking or scoring Super Bowl ads, we really are fans of the traditional ad critic and panels and think many of them do an outstanding job.•  By no means are we trying to replace these processes, rather we’re trying to add to them in hopes that combined these various measurements can help advertisers become better at connecting with consumers•  Among our favorites are USA Today’s Ad Meter, AdBowl, Ace Metrix’s Ad Effectiveness Score, Media Curves Super Bowl Ad Test, People TV Ad Critic and a host of user- rated pages including YouTube’s AdBlitz, MSN Fox Sports Best & Worst and the Hulu AdZone 17
  18. 18. Other Related Super Bowl Ad Reports•  In addition to the traditional subjective Super Bowl ad critic and panel rankings there are several reports that rated this year’s Super Bowl XLV commercials on various modern Web 2.0 social and buzz measurements•  In addition to reading our findings in this report, some earned media studies that may be of interest include: •  Kantar Video Super Bowl Ad Rankings: Earned Media •  Forbes “Most Buzzed” Super Bowl XLV Commercials •  University of Georgia Terry College of Business Tweet Emotion Report 18
  19. 19. Measurements•  This being our first year tracking this project, we weren’t sure what we were looking for so we captured more KPIs than were actually useful in the end, 21 in all•  We also used several different tools to help pull this data, but ultimately our favorite tools for this project were in fact the free ones such as Topsy, TweetVolume, Social Mention, and the various search results from Google and YouTube•  In the end, the most important KPIs we seemed to gravitate towards during analysis were the ones that are easiest to track and define •  Facebook Likes/Fans •  Twitter Followers and Mentions •  YouTube Views and Ratings •  Social Bookmarks •  Social Mention Reach, Passion & Frequency 19
  20. 20. Missing Data•  Another rookie mistake, we failed to capture all the brands that were advertising in the Super Bowl BEFORE the game. In our defense, most of the pre-game ad previews went off the same information and most missed on the same advertisers we did•  With the late jockeying, including Pizza Hut’s last second opt-out of the “in game” ads for pre-game only, a few key benchmarks were never captured•  Among the brands we failed to catch baseline metrics on were Suzuki, Verizon Wireless, Motorola, Sealy and Chevy•  Chevy was hands-down the biggest advertiser in this year’s game, with 12 ads 20
  21. 21. Controversy – Is all Publicity Good?•  Groupon •  “Managed to attract the scorn of customers, brand experts and even some Chinese residents with a pair of ads that seemed to make light of the fraught political situation in Tibet and +141% increase in Total YouTube Views deforestation in Brazil.” - MSNBC•  HomeAway •  “ CEO says company will remove ad from its website and apologized, +167% increase in YouTube Channel Views saying the company "failed to understand the reality" of families dealing with serious injuries to children.” - Brandweek 21
  22. 22. Celebrities Ruled the Air in 2011Who would have imagined, Ozzy andJustin Bieber in the same ad? Best Buycertainly made sure it bridged the agedemo gap. 22
  23. 23. Contact Information -Digital Agency ymarketing•••• 23