“Clearly no one wants to come in last place”
Mullen, a Boston-based advertising and social media agency, and Radian6, a leader in social media measurement, created BrandBowl2010, a Twitter/Super Bowl experience that combined tweeting, ad reviews and a host of metrics to let viewers generate and view real time ratings of the TV commercials that ran on the big game.
The results were determined from a total of 98,656 Tweets collected at BrandBowl2010. The site provided an overall ranking of the brands advertising on the game based on a composite score that takes into consideration both volume of tweets and sentiment (positive or negative).
When all was said and done, the top three brands were Doritos, Google and Focus on the Family. Doritos won the title by virtue of dominating the sheer volume of tweets. That was enough to keep them ahead of Google, which had a higher percentage of positive tweets.
The most popular brands at the BrandBowl were McDonald’s and Dr. Pepper. Interestingly, neither of these brands had the sheer number of tweets to break into BrandBowl’s top ten—but the tweets about these brands were overwhelmingly positive.
Again, the top three brands were Doritos, Google and Focus on the Family. These brands gapped the rest of the field in terms of volume of tweets, which dropped off sharply after the top three.
FREE CREATIVE OFFERED TO BUDWEISER SELECT 55
Mullen is offering Budweiser Select55, the last place finisher in BrandBowl2010, free creative services to make a better Super Bowl commercial next year. Mullen has produced four Super Bowl commercials in the past, including the Monster.com spot When I Grow Up, which many ad critics consider among the best Super Bowl spots of all time.
“Clearly no one wants to come in last place,” said Edward Boches, chief creative officer at Mullen. “So to ease the pain, we’ve made a commitment to recommend, for free, to the losing brand, creative ideas for next year. Perhaps we’ll even crowdsource those ideas, asking the entire social media community to join us in offering up free recommendations.”
The Top Ten Most Effective Brands on BrandBowl2010
3. Focus On Family
6. Bud Light
The Five Least Effective Brands on BrandBowl2010
1. Diamond Foods’ – Pop Secret
4. Michelob Ultra
5. Budweiser Select55
Mullen is a full-service agency, integrating disciplines from creative to direct response, digital marketing, public relations and social influence, media planning and buying, and performance analytics. With an “unbound” approach to marketing, Mullen is a brand defined by a strong and enduring culture of collective entrepreneurialism. We build and grow businesses. Agency clients include LendingTree, Victorinox Swiss Army, Zappos, Match.com, CSX, SunTrust, Four Seasons Hotels and Resorts, U.S. Department of Defense, Olympus, MassMutual, General Motors, HSBC and The Stanley Works. Headquartered in Boston, Massachusetts, the agency also operates offices in North Carolina; Detroit and Pittsburgh. Mullen is an independent brand within the Interpublic Group of Companies (NYSE: IPG). For more on Mullen, please visit our agency blog.
Founded in 2006, Radian6 was created with the idea that companies need to be listening to the social web in order to effectively participate. Intelligence about online conversations is critical: companies need to know what’s being said about their brand, industry, and competitors online. So, we built a listening platform designed to help companies do just that.
But listening is just the beginning. Businesses need to measure. Analyze. Report on their social media efforts. And they need the tools to engage with their communities online. Radian6 provides the ability to do it all, and to scale it across all the areas that social media ought to touch: customer service, sales, public relations, marketing, management. Check out a bit more about our capabilities over here.
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