Archive for the ‘super bowl’ tag
Over the last few years we’ve watched the handwringing over social media and its usefulness evolve into campaigns with large social tie-ins, and stand-alone social campaigns. One of the industries that embraced this early- with both success and failure- was the automotive industry. Cars are seen as a necessary purchase for many households, particularly in cities where no reliable public transportation exists.
While Millennials are buying fewer cars right now, that doesn’t mean they won’t be doing so in a future of improved economic prospects. Smart automotive companies are targeting the next generation of car buyers on the social networks where they hang out.
Who has done it right?
One of the earliest and most comprehensive social campaigns came from Ford- an overall early social media embracer- and was centered around the launch of their new Ford Fiesta in 2009. It was successful enough that they’ve “remixed” the campaign for the 2014 Fiesta. The key to Ford’s success in this campaign was reaching out to their target customers where they were already hanging out- in this case, courting successful YouTubers- and giving them content for compelling storytelling: a car to use and take on adventures, and give honest reviews about. This strategy was designed to benefit both Ford and the vloggers, and it did, as per this Businessweek article discussing the campaign’s results:
“Fiesta got 6.5 million YouTube views and 50,000 requests for information about the car—virtually none from people who already had a Ford in the garage. Ford sold 10,000 units in the first six days of sales. The results came at a relatively small cost. The Fiesta Movement is reputed to have cost a small fraction of the typical national TV campaign.”
YouTubers don’t just spend time on YouTube either; they use platforms like Twitter to increase their exposure, find new viewers and subscribers, and connect with fans new and old– along with other YouTubers and brands.
Reason enough to remix it.
Other notable campaigns include an effort from AutoTrader, who put the fate of a car hanging over the Thames in Twitter’s hands, and more recently Toyota, who partnered with The Muppets around their latest movie Muppets Most Wanted to let the public know their Toyota Highlander has #NoRoomForBoring. Launched around this year’s Super Bowl, the ad campaign featured massive social tie-ins, with related tweets and posts to Instagram from both companies.
— Toyota USA (@Toyota) February 1, 2014
— The Muppets (@TheMuppets) February 1, 2014
From Toyota’s Instagram.
From The Muppet’s Instagram.
We took a look at their Super Bowl results after the game (along with other brands), and partnering with lovable, family friendly Muppets was definitely a wise choice for Toyota. They’ve continued the brand partnership and campaign through the premiere of Muppets Most Wanted.
— Toyota USA (@Toyota) March 12, 2014
How do I plan this?
Before you start planning a social campaign, there are important questions to ask yourself. These will help you figure out what you’re going to measure as well (which we’ll get to in a minute):
Who is my target audience? Specific demographics tend to spend more time on specific platforms. Do the research and go where your people are.
Where do they hang out? Obviously whichever platform that is, is where you’ll want to be. If you’re a luxury vehicle brand, you might want to use Instagram to show off stunning visuals of your vehicles, tapping into the aspirational among Instagram users.
How do they talk in that space? Pay attention to how your target audience speaks to their friends, to brands, and just about brands. The golden rule of social media marketing is always listen first.
How do you, as a customer, like to be approached? Everyone has had good and bad customer experiences. Reflecting on your own can help in building a good experience for others.
Once you’ve answered those questions, plan to:
Talk to your audience and with them, not at them. This is why listening is so important.
Present your content in a beautiful and compelling way. Looking and listening can also inform the storytelling you’ll be doing on any platform. It should be high-quality, compelling, useful, and beautiful in form and function. When you’re approaching someone on a space they use for social interaction with their friends and family, be respectful of their time and attention so they won’t resent your presence and think of it as an unwanted invasion.
Involve your audience. The successful campaigns we referenced earlier have been interactive and smartly researched. The campaigns involving user-generated content that have backfired didn’t take the time to understand the audience they would be involving– and the audience shot back.
What should I measure?
There is no one right answer to this, because every company’s goals are different, as are the goals of every campaign. A lot of this is going to depend on how you answered the questions in the previous section; certain tactics will be more successful with different demographic groups and on different platforms.
Twitter is “especially appealing to 18-29-year-olds”, but there are “no significant differences by gender, household income or education” according to Pew Research via Marketing Charts. The same survey found Instagram to be especially appealing to women of the same age group. Do your research and use demographic information like this to tailor your campaign message for each platform, speaking to your target audience in the platform’s native language and to whomever you’re trying to reach there.
Further, look at what kinds of storytelling do best on each platform and let that inform your measurement goals: Will visuals on Instagram help raise brand awareness, while you tailor your message for Twitter to bring in sales? The most important question to answer is: What does success look like to you and your brand? That will tell you what you need to be measuring. For example:
- If brand awareness is your goal, share of voice measurement will be important to monitor before, during and after your campaign
- If you’re looking to drive sales, bring your sales team onboard to decide what success will look like and how you’ll measure the traffic driving it
- If you want to gain new fans and followers, share of voice will be important alongside paying attention to the reach of your campaign; don’t just concentrate on vanity metrics like the number of followers you have (though these are good baseline indicators).
- If you want to see how a new Twitter campaign has improved over past campaigns, you’ll need historical Twitter data.
Need more references and help? Check out The 5 Easy Steps To Measure Your Social Media Campaigns, or shoot us an email to see how we can help. We’re always here.
Just after the Super Bowl last night, online insurance company Esurance aired the first post-game commercial, saving 30% on their ad. (Quite the bargain at ~1.5 million dollars off the 4 million dollar game-time price!) Esurance spokesperson John Krasinski told viewers that Esurance was passing these savings onto them: Someone who tweeted using the hashtag #EsuranceSave30 would win 1.5 million dollars.
— Esurance (@esurance) February 3, 2014
Their promoted tweet about the contest, including a link to more details.
So how’s the campaign going? There have been more than 1.8 million tweets using the #EsuranceSave30 hashtag in just the first 12 hours. That’s more tweets than any other advertiser got around the game, that’s for sure.
On Friday we took a look at all the brand chatter on Twitter leading up to last night’s blowout Super Bowl game between the Seattle Seahawks and the Denver Broncos. The lack of action on the field turned a lot of faces toward their second screen instead, and made for some entertaining brand interactions (Marketing Land catalogued some of them).
Here’s a second look at the brands we examined on Friday- this time for activity on game day alone- and the answer to the eternal question “Is SodaStream still making Coke and Pepsi say #sorry?”
Budweiser’s #UpForWhatever hashtag saw 7k tweets from 6k contributors with an overall reach of 14.6 million; about 5x the activity they saw leading up to the big game. The most retweeted tweet was again from Bud Light and featured Arnold Schwarzenegger:
— Bud Light (@budlight) February 2, 2014
This tweet has seen 600 RTs so far.
Coca-Cola saw 49.4k tweets on big game day, from 41.4k Twitter users for a total reach of 32.5 million, just over three times the activity from their game day lead-up conversations. The most retweeted tweet was from the official Coke account and included their #AmericaIsBeautiful campaign hashtag and was retweeted over 5k times so far:
— Coca-Cola (@CocaCola) February 3, 2014
Doritos aired the two winning commercials from their Crash the Super Bowl contest last night, and each saw some activity around around their respective hashtags- #TimeMachine and #CowboyKid- and the whole conversation around Doritos, including their campaign hashtag #ForTheBold, saw 16.7k tweets from 15.1k contributors for an overall reach of 14.6 million. That’s about six times the activity we saw in their game day lead-up.
The most retweeted tweet around the Doritos conversation with the #Doritos hashtag came from their official account, congratulating the Seahawks on their win:
— Doritos (@Doritos) February 3, 2014
It has seen 94 retweets so far.
The conversation around Kia last night didn’t change much from their lead-up: 1.4k tweets from 1.2k contributors, for an overall reach of 3.2 million. The most retweeted tweet actually came from some entertaining brand interaction from Xbox, based on Kia’s Matrix-themed commercial:
— Xbox (@Xbox) February 3, 2014
This tweet was part of a back-and-forth conversation from the brands, and has earned a total of 276 retweets so far.
SodaStream has the most activity around its name by far in the lead-up conversations we looked at last week, but yesterday saw much lower activity numbers for them: 6.6k tweets from 4.9k contributors, for a total reach of 16.4 million. It seems a little brand controversy will get you talked about leading up to an event, but not necessarily boost the conversation once the event takes place.
— SodaStream USA (@SodaStreamUSA) February 3, 2014
It has seen just 23 retweets so far.
Terry Crews and The Muppets teamed up for Toyota’s #NoRoomForBoring ad last night, and the conversation around Toyota saw a little boost in activity, if a drop in reach, from their lead-up: 12.4k tweets from 10.2k contributors, for a total reach of 14.3 million.
One of the most retweeted tweets came from the official Muppets account, and featured King Prawn Pepe doing a touchdown dance on Vine:
— The Muppets (@TheMuppets) February 3, 2014
311 retweets for the dancing King Prawn so far, and some decent crossover exposure for Toyota.
What about brands who didn’t buy ad time?
A lot of brands who don’t buy ad time still live-tweet during big cultural events to interact with viewers and other brands; last night saw a lot of discussion between brands, riffing on the commercials and more. A standout was definitely J.C. Penney, who decided to tweet in a pair of mittens to very mixed results. The numbers, however, are in their favor: 131k tweets from 81.2k contributors, for a total reach of 36.9 million. That’s slightly more reach than Coke, who usurped SodaStream on game day, but more than twice the amount of activity.
Both of their slightly incoherent tweets saw around 20k retweets:
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???
— JCPenney (@jcpenney) February 3, 2014
22.7k retweets so far.
19.2k retweets so far.
A number of other brands- even some of the big game advertisers- interacted with J.C. Penney’s tweets:
.@JCPenney We know football goes great with Coors Light, but please tweet responsibly.
— Coors Light (@CoorsLight) February 3, 2014
Coors Light jumped in first, getting some exposure- 7.1k retweets- on a night dominated by their competitor Bud Light.
Hey @jcpenney need a designated driver?
— Kia Motors America (@Kia) February 3, 2014
Kia’s tweet has seen 3.1k retweets so far, while Snickers and Doritos both offered themselves as snacks to soak up any extraneous Coors Light:
— SNICKERS® (@SNICKERS) February 3, 2014
— Doritos (@Doritos) February 3, 2014
Snickers has gotten 3.1k retweets so far, and Doritos 1.3k.
We are living in the real-time marketing present, it would seem. The brands who saw the most activity and reach last night were the ones who were interacting like people do on Twitter around big cultural events, and inserting their brand in ways that were funny and relevant. J.C. Penney may have confused a lot of people with their decision to tweet in mittens, but it definitely got everyone talking about them. It remains to be seen whether it will help them sell any more mittens.
Watching brands interact during events like the Super Bowl has become an unexpected highlight for many viewers, especially when the action happens to be slow on the main screen.
What was your favorite social moment of the big game last night?
Super Bowl XLVIII will be upon us in two days, so we thought we’d take a look at what the chatter is like on Twitter around some of the brands who have purchased multi-million dollar ad time around the game.
Budweiser had already released its full #BestBuds ad and a teaser for their hero’s welcome ad when they released the full version yesterday. They kept their biggest ad under wraps until yesterday as well, leading up to it with a full series of teasers sharing the set-up, including some celebrity names: Arnold Schwarzenegger, Don Cheadle (with a llama), Reggie Watts, and a promised fourth (who turned out to be Minka Kelly and not the llama, Lilly).
The hashtag for the ad, #UpForWhatever, has been used in 1.3k tweets from 1.2k contributors, with an overall reach of 3.1 million– all since Tuesday, January 28th. The most retweeted tweet? From the official Bud Light Twitter account, sharing the full spot, with 453 retweets:
— Bud Light (@budlight) January 31, 2014
Coke’s big game spot “Going All The Way” was released in full this week, and the conversation around Coke and the Super Bowl on Twitter since Monday, January 27th has seen 15k tweets from 12.5k contributors, for a reach of 12.8 million. That’s about four times Budweiser’s reach, so far.
The most retweeted tweet with their hashtag #AmericaIsBeautiful is this one from the official Coca-Cola Twitter account, sharing their full ad and promising a $50k donation to the Boys and Girls Club of America for 10k shares of the spot:
— Coca-Cola (@CocaCola) January 27, 2014
Fortunately it’s not based on retweets, since it was only retweeted 49 times.
Doritos ran a contest to air a fan-made ad again this year, but unlike last year they opened it to residents outside of the U.S., provided they live in one of the other countries where Doritos are sold. Voting has ended, and two of the spots will be shown at the big game on Sunday (in addition to other prizes).
2.7k tweets from 2.4k contributors about Doritos and the Super Bowl, their contest, and their hashtag #ForTheBold have been tweeted since Tuesday, with a reach of 4.4 million, or about 1/3 of Coke’s reach so far.
The most retweeted tweet in this conversation around Doritos and the big game is from ESPN Sports Business Reporter & ABC News Business Correspondent Darren Rovell. It’s a recipe idea for a big game party:
— darren rovell (@darrenrovell) January 30, 2014
This was retweeted 240 times.
Kia reached back to the 1999 movie The Matrix for Morpheus to reveal to Super Bowl audiences the truth about luxury. On Twitter using hashtags #KiaK900, #RedKey, #BeTheOne, and #ChallengeLuxury, 1.3k tweets have been posted by 1.2k contributors for a reach of 1.4 million since January 22nd, putting them at the bottom of the list of brand mentions right now. The most retweeted tweet comes from the official Kia Twitter account, and shares the full game ad:
— Kia Motors America (@Kia) January 28, 2014
Morpheus was retweeted 865 times; a lot of revealed luxury.
While SodaStream’s ad has been banned by Fox for its direct mention of competitors Coke and Pepsi (the line from the ad is reflected in their hashtag #SorryCokeAndPepsi), that hasn’t dampened the conversation around the Scarlett Johansson spot on Twitter: 18.6k tweets have been made by 13.9k contributors since Tuesday, for a reach of 56.2 million. This time it’s just #SorryCoke so far; we’ll have to wait until later to see if they usurp Pepsi too.
— SodaStream USA (@SodaStreamUSA) January 30, 2014
SodaStream might have the most reach in the Super Bowl conversation thus far, but that tweet only garnered 7 retweets.
Toyota has teamed up with former NFL player and actor Terry Crews and timeless entertainers The Muppets to show off their new Highlander, which has #NoRoomForBoring. Since Tuesday, 10.1k tweets have been made by 8.3k contributors for a reach of 24.5 million. That’s about double Coke’s reach, but still half that of SodaStream. One of the most retweeted #NoRoomForBoring tweets was from the official Toyota account, and featured a custom Vine of Rowlf:
— Toyota USA (@Toyota) January 28, 2014
It has seen 125 retweets so far.
We’ll be back Monday with more numbers from the big game itself. Let us know if you end up making those Doritos Crusted Chicken Strips.
During this year’s Super Bowl, we monitored Twitter conversation about the 26 major brands advertising during the game. From those tweets we compiled an in-depth report on Super Bowl XLV advertising. Below is a summary of that report.
The full 62-page report is based on 374,987 tweets about 26 brands and 47 commercials. The report includes brand by brand comparisons, metrics such as tweet volume, impressions and share of voice, as well as detailed discussion of successful advertising strategies. You can purchase the full Super Bowl tweet analysis report here.
As always, this year’s Super Bowl ads generated lots of conversation. We posted an analysis of overall Super Bowl ad winners based on tweets, but we wanted to have a more in-depth discussion here about some of the individual ads.
One of the most-buzzed about Super Bowl ads was the Groupon Tibet ad. Many people are discussing this ad, debating whether it was offensive or hilarious. No matter what you think of it, the Groupon Super Bowl ad got people talking.
But for us, the big Super Bowl ad surprise was the Chrysler Imported from Detroit commercial. Not only was this one of our personal favorites of the night, but it seemed to be Twitter’s favorite, too. We tracked more than 38,000 tweets about this ad during the game, making it the most-tweeted about ad of Super Bowl XLV, even beating out those Doritos and Bud Light commercials. In the minute immediately following the ad, conversation about Chrysler peaked at 2,816 tweets in a single minute.
As soon as the game was over, I asked around about what people thought about the ads. Overwhelmingly, people loved the Chrysler ad. Here are a few of their thoughts:
As a former Detroiter and someone who has much love for the city (hopes to end up there one day again), and has made no secret about her love for Eminem, that Eminem/Chrysler ad just made the “Superbowl commercials” for me. I felt it – it made the hair on my arms stand up – you know he loves the city. It just reminded me of the spirit and heart in that city! -Maegan S.
I have to say overall American Car companies stepped up their advertising. Fewer Midwestern guys in trucks and more “stuff I’d like to buy”. -DJ S.
The Detroit commercial was amazing – such a wonderful depiction of the city. -Kelly R.
We also generated a word cloud from tweets about the ad. We removed the words related directly to the commercial (Chrysler, Detroit, Eminem, Super Bowl, and so on) to surface people’s opinions of the ad. As you can see, the overall opinion of this ad was very positive.
The Chrysler word cloud speaks even more loudly when compared to the Groupon commercial’s word cloud. Take a look:
Tweets about Chrysler often included words such as like, great, love, good, awesome, nice, and want, while tweets about Groupon often included words such as offensive, bad, fail, taste, and kenneth (in reference to a recent controversial tweet from fashion designer Kenneth Cole). And maybe this is a case of any publicity is good publicity for Groupon, as the ad has certainly caused quite a stir. The Groupon ad is steeped in humor and irony; CEO Andrew Mason claims the commercial was intended to make fun of themselves at Groupon. But Chrysler’s ad was far less ironic; it seemed to take itself and the audience seriously. Maybe this is why people responded so positively. The Detroit ad certainly stood out from the other commercials shown before and after it, both in terms of the commercial itself and the tweets about it.
Stay tuned, as we’ve got lots more analysis of the Super Bowl tweet data coming up later this week.
A 30-second commercial in this year’s Super Bowl – Super Bowl XLV – cost each advertiser approximately $3 million. $3 million is a lot of money to spend for 30 seconds of TV air time; that’s about $100,000 a second. But one of the reasons big brands are willing to spend that kind of cash on an ad is that the ads live on through the web and social media, well beyond the 30 seconds they appear on television. Many brands even released their ads early, posting them on YouTube, Facebook and Twitter last week. And lots of these advertisers have coordinated social media campaigns around the Super Bowl, extending their reach well beyond the TV. So that $3 million could end up having a huge impact.
This weekend, we worked with Resource Interactive to monitor tweets about the brands advertising during Super Bowl XLV so we could understand which ads and which brands generated the most conversation on Twitter. We tracked Twitter mentions of the 30+ major Super Bowl advertisers, measuring tweet volume and overall impressions generated for these brands during the game. Tim Wilson has written an excellent post about his analysis at Resource.
We ranked the top-performing advertisers by overall tweet volume generated during the Super Bowl. Some of these brands ran one ad (Chrysler), while others ran multiple ads (Doritos). The winners for total brand mentions* are:
1. Doritos – 56,000+ tweets
2. Chrysler – 39,000+ tweets
3. Pepsi – 32,000+ tweets
4(tie). Best Buy – 26,000+ tweets
4(tie). Volkswagen – 26,000+ tweets
6. Anheuser-Busch – 25,000+ tweets
7. Groupon – 22,000+ tweets
8. GoDaddy.com – 19,000+ tweets
9. Chevrolet – 18,000+ tweets
10. Audi – 14,000+ tweets
And, the part you’ve all been waiting for – the most-tweeted about individual commercials. There are a few surprises in this list. No Budweiser ads in the top ten, newcomer Groupon makes an aggressive appearance, and the top ad generated nearly twice as many tweets as its next closest competitor. So, here’s the list of the top Super Bowl XLV ads by tweet volume:
1. Chrysler: Imported from Detroit
2. Doritos: House Sitting
3. Doritos: The Best Part
4. “Captain America” Movie Trailer
5. “Thor” Movie Trailer
6. “Transformers” Movie Trailer
7. Best Buy with Bieber and Ozzy
8. Pepsi Max: First Date
10. Pepsi Max: Love Hurts
11. Audi: Release the Hounds
12. Snickers: Logging
13. Groupon: Tibet
Since there were three movie trailers in the top ten, we decided to list the top 13 commercials, just in case you don’t count trailers as true commercials.
We’re going to be digging into these data for further in-depth analysis over the next few days, so check back for more.
*Due to high tweet volumes about these ads during the Super Bowl, Twitter at times imposed some collection rate limits, which means that these counts include between 70% and 90% of all possible tweets. The numbers above can be interpreted directionally, just know that they are slightly lower than the true number of tweets for each brand.