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Insights from super bowl xlvii 2013 post game analysis (brands + celebs) 2013 complete
1.
Post Game Analysis
Most discussed brands & celebs -‐ Super Bowl XLVII Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 1 1
2.
Post Game Analysis
Networked Insights analyzed more than 24 million real-‐<me social media conversa<ons across TwiDer, Facebook, blogs and forums for the dura<on of Super Bowl XLVII. Analysis was performed using Networked Insights SocialSense technology, a first of its kind marke<ng decisions plaPorm used by brand adver<sers, marketers, and entertainment companies to extract consumer insights and real-‐<me trends from social data. Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 2
3.
Table of Contents
1. Top 5 Most Discussed Super Bowl Topics 2. Top 10 Super Bowl Ads 3. Deep Dive Analysis: 3 Most Interes<ng Ads 4. Top 5 Celebri<es in Super Bowl Ads 5. Deep Dive Analysis: Beyoncé HalZime Show 6. Top 10 Most Tweeted Hashtags 7. Top 5 SB Adver<sers Facebook Fan Page Growth Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 3
4.
Top 5 Most
Discussed Super Bowl Topics Super (Social) Bowl XLVII Social Media ConversaSon Breakdown While Super Bowl XLVII played out on the field, viewer reac<ons baDled it out on social media. More than 24 million conversa<ons took place online, 32% Beyoncé’s HalKime Show touching on the big game, the halZime performance, and the most expensive adver<sements of the year. 21% Ravens Networked Insights used its marke<ng decisions plaPorm, SocialSense, to organize viewer conversa<on from across the en<re social web. Here are the top 17% 49ers themes from Sunday night’s game. Due to the increase in the number of ac<ve individuals 8% AdverSsers on social year over year, it comes to no surprise that this year’s audience was even more socially engaged than last. Interes<ngly, conversa<ons during the game 3% Blackout about the adver<sers represented a smaller share of total conversa<ons than they did last year. This may be par<ally related to the fact the game this year was more closely contested than the previous year. Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 4
5.
Top 10 Super
Bowl XLVII AdverSsers Net Rank AdverSsement Volume AdverSser SenSment AdverSsers Winning the Big Game 1 “Perfect Match” 255,121 -‐11% GoDaddy.com If there is a rule for Super Bowl 2 “Viva Young” 213,125 40% Taco Bell adver<sing success it’s to be memorable. Social data provides 3 “Concept 30” 209,539 0% Calvin Klein a real-‐<me window into what viewers are reac<ng to most. 4 “Brotherhood” 154,037 26% AB InBev 5 “Farmer” 96,326 54% Ram Using SocialSense, Networked Insights analysts were able to 6 “Cookie v Cream” 65,373 16% OREO understand not only which commercials ranked highest and Wonderful 7 “Crackin Style” 58,938 40% Pistachios lowest (see bolded) but why. Tide (Procter 8 “Miracle Stain” 55,770 59% & Gamble) The brand ranking is based on volume of posts and net 9 “Goat” 51,053 24% Doritos sen<ment, the +/-‐ change in adtude. 10 “Fashionista” 47,962 43% Doritos Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 5
6.
Deep Dive Analysis:
3 Most InteresSng Ads What makes ads resonate with audiences? Understanding the reasons behind why an ad resonated with viewers requires a deep analysis of its many layers. Using proprietary machine learning and clustering technologies, Networked Insights is able to dive into the conversa/ons around the ads in order to help marketers know what content actually worked and what did not. Taco Bell – “Viva Young” Tide – “Miracle Stain” GoDaddy.com – “Perfect Match” Highest Post Volume & SenSment Highest PosiSve SenSment Most Post Volume In this Taco Bell Super Bowl ad, watch as a Tide also scored with an ad in which a football GoDaddy made an impression during the Super group of young-‐at-‐heart grandpas and grannies jersey stain resembling San Francisco 49er Bowl. The veteran Super Bowl adver<ser sneak out of their re<rement home for a night provoked strong reac<ons with its extreme of reveling. With the band “fun.” singing a great Joe Montana is washed out by a comically bad Spanish rendi<on of their Bal<more Ravens fan. close-‐up of model Bar Refaeli making out with a popular hit "We Are Young" in the background, nerd. we see the group of mischief-‐makers partying hard and fast, before ending their night at -‐-‐ • 30% -‐ Loved the ad, thought it was clever, cute, and hilarious • 36% -‐ was about Danica Patrick and how where else? -‐-‐ a Taco Bell. • 14% -‐ loved that the wife in the ad was a she’s ruining her career endorsing this brand • 24% -‐ Thought that the ad was hilarious Ravens fan • 35% -‐ was about how disgus<ng this ad was • 13% -‐ liked the old people • 9% -‐ used the promoted hashtag and how much they hated it (especially the • 12% -‐ thought that this ad “won” the Super crass sound effects) “#MiracleStain” Bowl • 8% -‐ loved that the stain was of Joe • 7% -‐ was about Bar Refaeli • 9% -‐ talked about how the ad featured “We Montana • 1% -‐ was about how they thought GoDaddy Are Young” in Spanish • 5% -‐ was about the blackout ad hijacking had goDen Kramer (from Seinfeld) to be in Tide promoted with #TidePower the ad Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 6
7.
Top 5 Super
Bowl XLVII CelebriSes Super Bowl Star Power CelebriSes in the Spotlight Which celebri<es struck a chord with viewers this Rank Name Post Volume Net SenSment year? Social data revealed the most discussed celebrity adver<sement appearances during the Super Bowl. 1 PSY 18,046 4% PSY, the South Korean Gangnam Style singer, was the most talked about celebrity of the night, due to his 2 Amy Poehler 16,341 46% appearance in a spot for Wonderful Pistachios. 3 Paul Rudd 11,872 18% Coming off a popular co-‐hos<ng gig for the Golden Globes, however, Amy Poehler’s appearance in a Best Buy ad had the most posi<ve viewer reac<on. This is in contrast to the rather low engagement with the ad’s 4 LeBron James 10,720 8% hashtag #InfiniteAnswers. 5 Seth Rogen 7,089 19% By combining 3 celebs in their ad, Samsung captured half of the top 5 post volume. Post Volume: # of men<ons Net Sen<ment: +/-‐ swing in adtude Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 7
8.
Deep Analysis of
the Beyoncé HalKime Show HalKime Hit Social Media ConversaSon Breakdown Beyoncé brought the house down at Super Bowl XLVII, but what really got viewers 30% -‐ Thought “OMG,” Beyoncé was amazing talking on social media? 23% -‐ was about Des<ny’s Child’s cameo Networked Insights analyzed more than 11% -‐ thought that Beyoncé should be named the 6 million conversa<ons on TwiDer about the game’s MVP star’s performance and iden<fied the top 10% -‐ was about how people think that Beyoncé conversa<on themes that inspired viewers to react. made some Illumina< hand signs 7% -‐ was about how elaborate her stage was and Using this data, marke<ng professionals and how much fire there was on stage event organizers can ascertain which guest appearances surprised viewers, and which arrangements failed to impress. Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 8
9.
Top 10 Most
Tweeted Hashtags Rank AdverSsement Rank AdverSsement Cross Pladorm AdverSsing #Clydesdales #HandleIt 1 6 (Budweiser) (Speed S<ck) TwiDer hashtags were men<oned in 2 #Doritos 7 #HereWeGo 26 of the 52 na<onal commercials (Pepsi Frito-‐Lay) (Bud Light) CBS broadcast in this year’s Super #CrackInStyle #GetHappy Bowl. That is a 300% increase from 3 (Wonderful Pistachios) 8 (Volkswagen) 2012. Facebook men<ons dropped #CalvinKlein #TheNextBigThing 50%, only being men<oned in 4 4 (Calvin Klein) 9 (Samsung) commercials. #GodMadeAFarmer #MiracleStain 5 (Ram) 10 (Tide) Takeaway: When it comes to real-‐ <me marke<ng and second screen adver<sing, TwiDer dominated. OREO’s use of the SuperDome’s unexpected blackout with it’s on-‐ the-‐fly update is a perfect example – that ad was retweeted over 12,000 Smes. Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 9
10.
Top 5 Facebook
Fan Page Growth – Super Bowl XLVII Brands Find Facebook Friends Super Bowl Super Fan Pages Embedding social call-‐to-‐ac<ons (CTA) into Rank AdverSser % of New Fans tradi<onal ads has become a popular 1 Hyundai 3.00% strategy for brands during the last year. What 2 Lincoln Motor 2.57% beDer way to test that theory than at the Super Bowl? 3 GoDaddy 2.47% 4 RIM 1.81% 5 Wonderful Pistachios 1.39% Networked Insights determined the brands that most successfully leveraged Facebook Rank AdverSser # of New Fans fans either through embedding social call-‐to-‐ 1 Blackberry 431,094 ac<ons (CTA) or smart content. 2 Coca-‐Cola 379,133 3 OREO 114,049 Hyundai had the largest percentage of new fans, while Blackberry added the largest 4 Mercedes-‐Benz 54,817 amount of new fans. 5 Taco Bell 54,250 Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 10
11.
What we did
Key Terms Networked Insights analyzed more than 24 million Share of voice – the percentage of the conversa<on across real-‐<me social media conversa<ons across TwiDer, social media focused on a par<cular Super Bowl adver<sement and its contribu<ng aDributes (celebri<es, featured products, Facebook, blogs and forums for the dura<on of etc.). Super Bowl XLVII. Net senSment – the posi<ve or nega<ve swing in social Analysis was performed using Networked Insights sen<ment across social media. SocialSense technology, a first of its kind marke<ng decisions plaPorm used by brand adver<sers, Social Index – a composite score of post volume, conversa<on sen<ment, and the accelera<on of the conversa<on. marketers, and entertainment companies to extract consumer insights and real-‐<me trends from social data. Post Volume – the number of men<ons on social media. Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 11
12.
Helping markeSng professionals
make sense of the social web. Ques/ons or comments, please contact: Dave Struzzi PR Manager Dave.Struzzi@networkedinsights.com O: 646.545.3901 M: 646.963.5062 Proprietary and confiden/al Proprietary and confiden<al ©2013 Networked Insights -‐ 12
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