BrandBowl Wins and Losses

Sports fans held their breath as the Saints took on the Colts during last night’s Superbowl 2010. At the same time, marketers and ad and social media folks waited with baited breath for the famously lavish and obscenely expensive Superbowl commercials, to see which ones would outdo all others (or perhaps tone it down this year due to tough economic conditions). With the immediacy of social media platforms and realtime access to Twitter, it is now possible to know right away which brands did well in the court of social media opinion and which ones failed.

A quick review of yesterday’s social media chatter via the Biz360 Community tool, clearly shows three winners that garnered the most mindshare in social media: Google, Doritos and the Focus on the Family campaign featuring Tim Tebow.

Looking at sentiment across the three topics, it was mostly positive, although tweets make it very difficult to understand sentiment.

What is more telling is the discovery process that can be done around each brand’s name. Via tag cloud analysis, the phrases that most frequently occurred when speaking about the Google ad, were along the lines of  ”my favorite Superbowl ad”, “liked Google ad”, “loved Google ad”, “great Superbowl ad”. Clearly, this was the crowd’s favorite.

The Tim Tebow ad stirred up quite a controversy (as expected) with words “Controversy”, “Controversial” and “Right Wing Fundamentalist” listed prominently, and alongside statements like “Celebrate Life”. On the one hand, folks were urging others to complain to CBS, while others said: “Let’s make it the most popular ad”. Below the fold, phrases like “violence against women” and “waste of a superbowl commercial” make an appearance.

What were your favorite Superbowl ads?

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Tags: brandbowl, Community Insights, social media, social media measurement, social media monitoring, superbowl

This entry was posted on Monday, February 8th, 2010 at 3:54 pm and is filed under trend report. You can follow any coments to this entry through the RSS 2.0 feed. You can leave a coment, or trackback from your own site.