Chrysler, Best Buy, and Pepsi used music talent in their Super Bowl ads to drive social media engagement. Best Buy's ad featuring Justin Bieber received a big boost in views after the Grammys. Pepsi ads received high like ratios on YouTube. Several advertisers paid to boost their YouTube views through Google AdWords. The document analyzed social media metrics like views and shares for top Super Bowl ads.

1. Chrysler, Best Buy & Pepsi use music talent to sustain their
Super Bowl XLV Ads via Social Media Video Video Views
www.ymarketing.com/SuperBowl2011 1

2. YouTube
The Most Viewed Super
Bowl Commercials
www.ymarketing.com/SuperBowl2011 2

3. Timeline of Events
Super
Bowl
XLV
The
Grammy’s
Feb
6
Feb
13
Feb
11
Never
Say
Never
Movie
(Jus;n
Bieber)
www.ymarketing.com/SuperBowl2011 3

4. Total YouTube Views Top 10 – As of 2/10
As a Recap, let’s
take a look at the
Top 10 YouTube
Views as of 2/10
(four days after
Super Bowl). Clearly
VW won this battle
with more than 21
million views for
Little Darth Vader.
BUT, did you know
the commercial had
more than 10
million views before
it aired Super
Sunday as part of a
pre-game buzz
campaign from VW
and its agency
Deutsch?
www.ymarketing.com/SuperBowl2011 4

5. Total YouTube Views Top 10 – As of 2/17
How did these Total
View ad giants look a
week later?
Best Buy was the big
gainer, likely helped
by Justin Bieber’s
movie release which
coincided with the
Grammy’s. Using
Justin appears to be
a great way to give
this Super Bowl ad
extended life. Other
gainers were the
Doritos Finger Licking
and Bridgestone
Carma spots.
www.ymarketing.com/SuperBowl2011 5

6. Staying Power - YouTube Growth WoW
To measure “staying
power” of these videos
we looked at the
growth in video views
since last week. The
re-ordered list is
shown here. Surprised?
How about the
foresight of these ad
campaigns to include
Grammy winner
Eminem and “extend”
the life of these ads.
Justin Bieber’s ad also
topped this list.
Cars.com has the
lowest total
views of this
bunch but
had a great
gain WoW.
www.ymarketing.com/SuperBowl2011 6

7. Sentiment - YouTube Like Ratio
When looking at the
updated ratio of Likes
to Dislikes on YouTube
within these Super
Bowl Ad commercials,
Bud Light’s faux
kitchen remodel tops
the list. Interestingly,
the controversial
HomeAway ad also
rates high. PepsiCo’s
humor entries garnered
great Like ratios across
the board. Cars.com
Sentiment was 12.2%
for The Reviews are In,
ahead of Doritos and
the PepsiMax First Date
ad.
www.ymarketing.com/SuperBowl2011 7

8. Paying for Views
Which Online Commercial
Views were lifted by Paid
Media?
www.ymarketing.com/SuperBowl2011 8

9. Who Paid for Video Views?
While it’s hard to measure
exactly how much was
spend in paid media to
boost the views on these
YouTube commercials, we
can tell you it did indeed
happen. Shown here are
some ads we caught
advertising on Google
AdWords.
www.ymarketing.com/SuperBowl2011 9

10. Additional Resources
More about Paid Media Ad
boost & Preview “buzz” &
Chrysler’s SOLD OUT Ts
www.ymarketing.com/SuperBowl2011 10

11. Articles and Resources
Ar#cle
Headline
Link
hDp://bit.ly/AdAgeSB45
hDp://bit.ly/KantarSB45
hDp://bit.ly/ViralSB45
hDp://on.mash.to/
MashableSB45
hDp://ind.pn/TheIndySB45
www.ymarketing.com/SuperBowl2011 11

12. Chrysler Slogan Makes it to T-Shirts
• Chrysler ran a two-minute
television commercial Feb. 6
during the third quarter
• The company estimates that
the 2-minute commercial is the
longest in Super Bowl history
• The ad currently has more than
7 million views on YouTube
• More
www.ymarketing.com/SuperBowl2011 12

13. APPENDIX –
Project overview and
background on this report
www.ymarketing.com/SuperBowl2011 13

14. About the Super Bowl
Super Bowl I 1967 Super Bowl XLV 2011
• The Super Bowl is the championship game of the
National Football League (NFL), the highest level of
professional American football in the United States.
• The game was created as part of a merger
agreement between the NFL and its then-rival
league, the American Football League (AFL).
• It was agreed that the two leagues' champion teams
would play in an AFL–NFL World Championship Game
until the merger was to officially begin in 1970.
• "Super Bowl Sunday" is the second-largest day for
U.S. food consumption, after Thanksgiving Day.
• Super Bowl XLV became the most-watched U.S.
television program in history, drawing an average
audience of 111 million viewers and taking over the
spot held by the previous year's Super Bowl XLIV,
which took the 28-year reign from the final episode
of M*A*S*H.)
• Still, as we were reminded by a comment on our
Super Bowl guest blog with HubSpot, the worldwide
king of TV ratings is still the original ‘football’, as the
2010 World Cup was viewed by 700 million sports fans
http://en.wikipedia.org/wiki/Super_Bowl www.ymarketing.com/SuperBowl2011 14

15. The Commercials
• Prices for advertising space can
typically cost millions of dollars;
30 seconds of advertising time
during the 2010 telecast was
$2.6 Million, and rose to $3.0
million in 2011
• There is concern about the
viewing of commercials with the
use of DVRs, however TiVo
reports that viewers pause and
rewind back to previous
commercials that they enjoy
Cost of Super Bowl Ad ($US)
http://en.wikipedia.org/wiki/Super_Bowl_advertising www.ymarketing.com/SuperBowl2011 15

16. About this Project
• We love reading and watching Ad
Critics, especially for the Super
Bowl
• But we believe that while a
professional ad critic ranking is
important, in today’s world of
social media and user generated
content the public consumer might
just be the best judge of an ad’s
effectiveness
• Stopping with just an ad critic ranking
would be akin to having the Meet the
Press panel elect our new U.S.
President … why not let the people
decide?
• We set out to measure key social
media benchmarks and attempt to
show “lift” per company and brand
following their Super Bowl
Commercial(s)
www.ymarketing.com/SuperBowl2011 16

17. Ad Critics & Panels
• Despite the fact we wanted to bring some
objectivity to the subjective process of
ranking or scoring Super Bowl ads, we
really are fans of the traditional ad critic
and panels and think many of them do an
outstanding job.
• By no means are we trying to replace
these processes, rather we’re trying to
add to them in hopes that combined these
various measurements can help advertisers
become better at connecting with
consumers
• Among our favorites are
USA Today’s Ad Meter, AdBowl,
Ace Metrix’s Ad Effectiveness Score,
Media Curves Super Bowl Ad Test,
People TV Ad Critic and a host of user-
rated pages including YouTube’s AdBlitz,
MSN Fox Sports Best & Worst and the
Hulu AdZone
www.ymarketing.com/SuperBowl2011 17

18. Other Related Super Bowl Ad Reports
• In addition to the traditional
subjective Super Bowl ad critic
and panel rankings there are
several reports that rated this
year’s Super Bowl XLV
commercials on various modern
Web 2.0 social and buzz
measurements
• In addition to reading our
findings in this report, some
earned media studies that may
be of interest include:
• Kantar Video Super Bowl Ad
Rankings: Earned Media
• Forbes “Most Buzzed” Super Bowl
XLV Commercials
• University of Georgia Terry College
of Business Tweet Emotion Report
www.ymarketing.com/SuperBowl2011 18

19. Measurements
• This being our first year tracking this
project, we weren’t sure what we were
looking for so we captured more KPIs
than were actually useful in the end, 21
in all
• We also used several different tools to
help pull this data, but ultimately our
favorite tools for this project were in
fact the free ones such as Topsy,
TweetVolume, Social Mention, and the
various search results from Google and
YouTube
• In the end, the most important KPIs we
seemed to gravitate towards during
analysis were the ones that are easiest
to track and define
• Facebook Likes/Fans
• Twitter Followers and Mentions
• YouTube Views and Ratings
• Social Bookmarks
• Social Mention Reach, Passion & Frequency
www.ymarketing.com/SuperBowl2011 19

20. Missing Data
• Another rookie mistake, we failed to
capture all the brands that were
advertising in the Super Bowl BEFORE
the game. In our defense, most of the
pre-game ad previews went off the
same information and most missed on
the same advertisers we did
• With the late jockeying, including
Pizza Hut’s last second opt-out of the
“in game” ads for pre-game only, a few
key benchmarks were never captured
• Among the brands we failed to catch
baseline metrics on were Suzuki,
Verizon Wireless, Motorola, Sealy
and Chevy
• Chevy was hands-down the biggest
advertiser in this year’s game, with 12
ads
www.ymarketing.com/SuperBowl2011 20

21. Controversy – Is all Publicity Good?
• Groupon
• “Managed to attract the scorn
of customers, brand experts and
even some Chinese residents
with a pair of ads that seemed
to make light of the fraught
political situation in Tibet and +141% increase in Total YouTube Views
deforestation in Brazil.” -
MSNBC
• HomeAway
• “Homeaway.com CEO says
company will remove ad from
its website and apologized, +167% increase in YouTube Channel Views
saying the company "failed to
understand the reality" of
families dealing with serious
injuries to children.” -
Brandweek
www.ymarketing.com/SuperBowl2011 21

22. Celebrities Ruled the Air in 2011
Who would have imagined, Ozzy and
Justin Bieber in the same ad? Best Buy
certainly made sure it bridged the age
demo gap.
www.ymarketing.com/SuperBowl2011 22

23. Contact Information -
Digital Agency ymarketing
• www.ymarketing.com/blog
• Facebook.com/ymarketing
• Twitter.com/ymarketing
• LinkedIn.com/company/ymarketing
www.ymarketing.com/SuperBowl2011 23