Super Bowl 2011 retreats back to the recesses of our brains for another year and the last of the post-game analysis is pittering out. Yet the internet is still awash with analysis of the other big game that was big played on that faithful Sunday night “BrandBowl”.It’s got every ad agency in America glued to their screen. It started in 2010 and was a massive success organised by duo of Mullen &Radian6 teamed up again to bring us brand bowl .This year it was in the top 3 trending words on Twitter in the world on the big night !So I suppose you could say its catching on.
Brandbowl is a real time social tracking app, It scores the leading ad campaigns during the Super Bowl. It works by measuring positive, negative and neutral sentiment from Tweets about brands during the big game, along with total tweets for a brand and total tweet for all brands. It then breaks down the scores to level the playing field so regardless of whether you had 10 ad or just one or still in with a chance. Brand bowl then reveals the most talked about and most liked ad. Brand bowl attracted 60,000 people to tweet the ” #BrandBow” hash tag .They analysed over 30,000 tweets that they could discern were talking about super Bowl ads.
This year Crysler was the overall “winner”, Volswagen was the most liked and Doritos was the most Tweeted about in terms of volume.
But stepping away from all the buzz ,fun and the extremely complex statistical programs that are used to turn out the results, account managers are left asking the question they always ask. What’s the pay back where, the ROI where to you put positive tweet sentiment in the Profit and Loss accounts.
The wall street journal’s Driver seat Blog posted this early the week after the Brand Bowl Winner was announced.
“Moments after the spot ran during the third quarter of the Super Bowl, online searches for information about Chrysler and the Chrysler 200 spiked on auto-shopping web sites. Edmunds.com reports that research on Chrysler models on its web site jumped 328% after the ad appeared.
Autometrics Inc., a company that tracks activity on more than 100 auto-related web sites, reported that 131 people actually sought price quotes from dealers within 10 minutes of the ad’s airing. By midnight it was up to 839. By comparison, Audi’s commercial for the A8 generated 380 requests for quotes, Autometrics Chief Executive Stephen Shaw said”
Although this seems like more concrete results than just % sentiment ,I still feel that the financial benefits of social media need to be made more accurately accountable. It is very hard for companies to hand over huge sums of money to social media marketers without being able to see the ROI .
Does anyone know if there are any more accurate measure out there, at the moment or if there are any in the pipe line ????