Doritos Wins Brand Bowl 2012

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According to the 400,000 tweets monitored by BrandBowl2012, Doritos was the most effective brand to advertise on the Super Bowl telecast on the NBC this year. Brand Bowl ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl commercials.

Doritos won with its "Crash the Super Bowl" consumer-generated commercials. One spot featured a dog who bribed a man with Doritos to conceal the whereabouts of the family cat. A second spot featured a grandmother who sling-shots a baby in a swinging seat toward a tree fort to grab a bag of Doritos from a little boy. The second and third place overall finishers were Swedish apparel retailer H&M featuring hottie soccer star David Beckham modeling underwear, and Chrysler, with a powerful message about the American economic recovery. The Chrysler commercial starred legendary actor/director Clint Eastwood.

No disrespect to the creators of the BrandBowl but all it is is a popularity contest. Which, we suppose, is the case for all the Monday morning quarterbacking we will see today. The BrandBowl measures volume of conversation on Twitter combined with sentiment (like or dislike). That's like asking who has the hottest body with no importance placed on that person's ability to accomplish anything other than looking good in a bikini.

Alas, these are the metrics we have for now. Until success and sales figures are shared (and even then it's sketchy) we won't know which brand really "won" the BrandBowl

BRAND BOWL TOP SCORERS

When all was said and done, the top ten brands (a combination of volume and popularity) were:

1. Doritos (48,498 Tweets) (Sentiment +29%)
2. H&M (43,536 Tweets) (Sentiment +14%)
3. Chrysler (33,943 Tweets) (Sentiment +10%)
4. Pepsi (39,242 Tweets) (Sentiment +8%)
5. Chevrolet (36,934 Tweets) (Sentiment +17%)
6. M&M's (18,316 Tweets) (Sentiment +41%)
7. Budweiser (18,916 Tweets) (Sentiment +12%)
8. VW (17,131 Tweets) (Sentiment +26%)
9. Coke (18,463 Tweets) (Sentiment +4%)
10. Bud Light (15,298 Tweets) (Sentiment +18%)

MOST LIKED BRANDS

Those with the highest number of "positive" tweets were:

1. M&M's (Sentiment +41%)
2. Best Buy (Sentiment +30%)
3. Doritos (Sentiment +29%)


LEAST LIKED BRANDS

Those with the highest number of "negative" tweets were:

Go Daddy (Sentiment -10%)
Cars.com (Sentiment -2%)
Lexus (Sentiment -1%)


MOST VOLUME OF TWEETS

The most talked-about brands (those with the highest number of overall tweets) were:

1. Doritos (48,811 Tweets)
2. H&M (44,031 Tweets)
3. Pepsi (39,765 Tweets)


THE FIVE LEAST EFFECTIVE BRANDS ON BRAND BOWL 2012

Those with a combination of low volume of chatter and low positive commentary:

Cadillac (Tweets 345) (Sentiment +2%)
Century 21 (Tweets 520) (Sentiment +6%)
Lexus (Tweets 922) (Sentiment -1%)
CareerBuilder (tweets 1001) (Sentiment +5%)
Hulu (Tweets 1191) (Sentiment +10%)

by Steve Hall    Feb- 6-12   Click to Comment   
Topic: Research, Super Bowl 2012   

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