Boston-based ad shop Mullen and Radian6 created a very cool concept web site and executed their little experiment yesterday during the Super Bowl. They had collected about 98k tweets with the hash-tag #brandbowl and conducted an analysis of the tweets about the brands in the commercials. They had a formula that tracked positive and negative and gave points on the various posts.
Doritos came on top as the clear winner.
According to the 63,000+ Twitter users whose comments were captured in BrandBowl2010, Doritos was the most effective brand to advertise on the Super Bowl telecast on CBS this year. Budweiser Select55 was the least effective brand.
Mullen, 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).
Brand Bowl 2010 Winners
The Top Ten Most Effective Brands on BrandBowl2010
1. Doritos
2. Google
3. Focus On Family
4. Snickers:
5. Budweiser
6. Bud Light
7. Hyundai
8. Kia
9. GoDaddy
10. Coca-Cola
The Five Least Effective Brands on BrandBowl2010
1. Budweiser Select55
2. Michelob Ultra
3. Teleflora
4. Honda
5. Diamond Foods’ – Pop Secret
My personal favorite happened to be the Troy Palamalu Commercial:
