Crimson Hexagon explores the unexpected effects of a viral Pepsi video on NASCAR. Further analysis and insights on Crimson Hexagon's blog: http://www.crimsonhexagon.com/nascar-wins-big-from-pepsi-viral-video/

1. NASCAR Wins Big From PEPSI Viral Video
PROPRIETARY & CONFIDENTIAL

2. How are customers talking about
brands during NASCAR commercials?
PROPRIETARY & CONFIDENTIAL

3. CASE STUDY: NASCAR, Commercials & Brands
Date Range: February 16, 2013 to March 25, 2013
Sources & Volume: 12,708 Tweets and Facebook posts.
SUMMARY: Using ForSight, our analysts examined how viewers are
interacting with major brands, during and after major races,
starting with Daytona and ending with the Auto Club 400.
PROPRIETARY & CONFIDENTIAL

4. VOLUME: RACE CORRELATIONS
& THE UNEXPECTED
Daytona 500
A
Spring Unlimited
FINDINGS:
Posted to YouTube
Subway Fresh Fit 500
A. Expected: Volume
Kobalt Tools 400
Food City 500
rises around race day.
Auto Club 400
B. Unexpected: Volume
B grew when Jeff
Gordon Pepsi
commercial posted to
YouTube.
But does sentiment change?
PROPRIETARY & CONFIDENTIAL

5. COMPARING SENTIMENT: PRE & POST PEPSI
Feb 16 - March 9 A March 10 – March 25 A
B B
C C
D D
FINDINGS:
A. Positive sentiment grew by 91%.
B. Pepsi’s positive sentiment increased from 2% to 51%
C. Negative sentiment decreased by 58%
D. Negative sentiment because of too many commercials decreased by 63%. PROPRIETARY & CONFIDENTIAL

6. TOO MANY COMMERCIALS & PEPSI ADS
March 10 - 25
Posted to YouTube
Kobalt Tools 400
FINDINGS:
Food City 500
Auto Club 400
A
Frustration with Too
Many Commercials
decreased as the
popularity of the
Pepsi commercial B
increased.
A Percentage of Conversation about Pepsi
B Percentage of Conversation about Too Many Commercials
PROPRIETARY & CONFIDENTIAL

7. NASCAR Wins Big From PEPSI Viral Video
KEY INSIGHTS AND TAKEAWAYS
Read more about the effects of the Pepsi viral video on social opinion about
NASCAR at the Crimson Hexagon blog
http://www.crimsonhexagon.com/nascar-wins-big-from-pepsi-viral-video/
PROPRIETARY & CONFIDENTIAL

8. CRIMSON HEXAGON
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Samsung, Paramount
Pictures, General Electric, Starbucks, Twitter, The United Nations, and many
more. For more information go to: http://www.crimsonhexagon.com.
8 PROPRIETARY & CONFIDENTIAL