Posted by: Nicole Marin
So it’s the Monday after Super Bowl XLVI and of course the hottest topics of conversation in advertising and marketing agencies across the nation have been the game, and even more importantly, the commercials. While the quality and entertainment of this year’s commercials are still up for debate, the level of online fan engagement was at an all-time high.
Four years ago the “Brand Bowl,” which takes place on the popular social media site, Twitter, was started to gauge public reaction to the advertising that takes place during the Super Bowl. Monitoring trends and tweets per minute makes it easier for judges to measure the audience’s opinions and rank the participating brands accordingly. Scores are affected by positive tweets, neutral tweets, negative tweets and total number of tweets about the brand itself. The brand with the top “Brand Bowl score” at the end of Sunday night walks away the winner of the Brand Bowl for that year. The top spot in this year’s contest went to Dorito’s, with their baby slingshot commercial.
So what was so different about this year’s ads? While not every brand has taken advantage of the virtually free publicity that comes with the use of hashtags (#) on Twitter, a handful of them incorporated and encouraged the social media practice in their Super Bowl commercials this year. Five brands that looked to Twitter for help in their Super Bowl ad campaigns were Best Buy (#betterway), Budlight (#makeitplatnium), General Electric (#whatworks), H&M (#beckhamforhm) and Hulu (#mushymush).
