Beyond the acutal result, the Super Bowl is a great example of rolling out push & pull strategies: push with TV ad, pull with the Internet. The overall winners being brands that can engage well beyond the 30" ad and generate buzz online using social media and their brand websites.
I wrote a price about this using last year Super Bown result and showed how the brand website can work as the marketing hub for brand initatives find the white paper here (select the first paper on the list).
A company called, Collective Intelect, provides some learing on the brands that drove the most chatter online after ater airing on TV....and the winner is PEPSI!
Below are the results commented by Collective Intellect.
This year’s Super Bowl generated an enormous amount of online response - arguably due to the ads more so than the game itself, with 3D effects, new logos, and celebrity icons. Collective Intellect determined results within hours after the game. We’ve created a comprehensive report with our findings that we will make available as PDF. Here are a few of the high level metrics:
- Pepsi dominated the online conversation during the game. Pepsi alone took 19% of the Top 10 share-of-voice; but when Pepsico products Sobe and Doritos are included, Pepsico accounted for almost 40% of the Top 10. (Gatorade came in at #11)
- Coke managed to grab 12% of the Top 10 share-of-voice, despite its ads being pushed to the second half of the game by Pepsi’s purchase of the first half.
- Of the five brands with the highest online activity, Audi had the highest “brand affinity/loyalty” association.
- Of those same five brands, Sobe had the highest “economical association”, followed by Budweiser and Pepsi.
- Transformers 2 was the most popular movie trailer
2009 Super Bowl Advertisers Selected Market Share
Twitter generated a huge response as well, Pepsi again dominating. Check out the top 10 tweets, as of 8 p.m. EST 2/1/09:
Twitter Top Ten
You can get the full report from Collective Intellect blog here.