ADOTAS – So, it’s the Tuesday after the Super Bowl, and here’s what we already know: We know huge numbers of people were hooked up to multiple screens –TVs, laptops, smartphones, tablets — and were interacting online with each other and with brands and their ad campaigns throughout the game. We could tell how loudly brands were proclaiming their messages — but which of those ad campaigns captured the attention of viewers enough for folks at home to share conversations about the ads on social media? HootSuite’s in a good position to answer that question. With the company’s experience demonstrating to brands the opportunities of social media and analyzing how those social campaigns have proceeded, its crew has weighed the social media campaigns 20 major brands conducted around their Super Bowl ads. HootSuite looked at the most visible U.S. social media sites — Facebook, Twitter, LinkedIn, Google+ (“We’re trying to be the Switzerland of social media, from a platform perspective,” HootSuite CMO Ben Watson said in a phone conversation today) — and weighed those 20 campaigns with several criteria: sheer numbers of mentions, integration across multiple platforms, sentiment, and also factors that might’ve detracted from the brand’s message. “Is there a live component?” Watson asked, explaining the study’s methods. “Is there a consistent stream of activity? Is there interactivity? Is it creative, and does it build on brand assets? How are they marketing that integration?”
To HootSuite, Coca Cola came out on top. Watson pointed out that having the iconic Coca Cola polar bears commenting on the game on Coke’s Facebook page (not to mention the ease with which web users were directed to the Facebook page) led to a social campaign that users responded to and was inventive at the same time. It was the kind of campaign, Watson said, where “you just leave [the browser] open — you don’t just open it and close it a few times.” Also way up near the top of the list was H&M’s campaign, for which David Beckham proved extremely popular. “Beckham’s crushing it,” Watson said, “scoring millions in terms of impression counts, We’re not even talking about Tweet counts. He was in three trending topics on Twitter.” Intense public interest over time was important to the study, Watson pointed out — the Chrysler ad featuring Clint Eastwood generated a flurry of interest, but it petered out quickly. Other campaigns were marked down for poor behavior. “Are you begging? Are you spamming users?” Watson asked. He mentioned how one brand was “called out” by sending direct messages to Twitter users, which those users saw as invasive (the DM box is seen by many Tweeters as a particularly personal forum). And Sketchers’ ad featured greyhound racing, and viewers “petitioned within 15 minutes to take it down.” That’s a demerit, obviously. The study played out over a 24-hour period, so HootSuite was able to look at both the lead-up to and the aftermath of the Super Bowl itself.
Watson explained the study required a lot of human interpretation to make sense of the kinds of messages present. “It’s still a hamster-driven exercise,” he said. “We’re actually reading the content” while running analytics, “weighting types of engagement, thinking about sentiment. I’d be very wary of a 100 percent automated system.”
Here’s that infographic (click to enlarge):