Super Brands and the Super Bowl
Come Sunday, millions of football fans will be gathered around televisions watching the Patriots take on the Giants in the Super Bowl. Between snaps, fans and arguably even more non-football nuts, will be paying attention to the zillions of dollars being spent on commercials.
Throughout the years, there have been a number of memorable spots but only in recent years have consumers made the commercials competitive.
This year, Boston.com and Mullen together have launched Brand Bowl 2012, a social media event using Salesforce Radian6 to analyze the Twitter commentary and rate the most popular and disastrous Super Bowl TV commercials.
Realizing how social media has changed the way fans enjoy the game, Mullen launched the original Brand Bowl four years ago. Boston.com, one of the nation’s largest regional news portals, began hosting the information on their site last year.
The virtual event at BrandBowl2012.com features an up-to-the-minute stream of Tweets about Super Bowl commercials to determine which brands are the most and least effective. Last year, over 300,000 Tweets were counted to determine the winner of Brand Bowl 2011.
Chrysler finished number one and Cars.com finished at the bottom in last year’s rankings. The brands are ranked based on volume (who has the most/least chatter) and sentiment (who has the most/least positive and negative comments).
New features this year include:
- “Head-to-head” statistical breakdowns between brands
- A “featured tweet” section that highlights funny and insightful tweets from participants
- Geolocation and gender specific data about tweets
- A streamlined Brand Bowl mobile experience so users can more easily see the live rankings and Tweet their votes
Participation in Brand Bowl is easy. During the game, users can reference a specific commercial or simply include the hashtag #brandbowl in their Tweets to voice their opinions. The Tweets will be streamed live on Boston.com and a new mobile-friendly version of the Brand Bowl site during the game.
The single page feature also includes videos of the commercials and lets readers share Tweets, post images, follow conversations and see what other Super Bowl commercial fans are saying – good or bad – about their favorite ads. Post-game, the winners and losers are ranked in these categories: top scores (a combination of volume and popularity), most popular, most volume, and least effective.
The Brand Bowl pre-game site is live and a fully-functional version of the site goes live on February 5 at the same address.
Follow Technorati