Blog Bowl XLII Initial Results: Score one for Bud
It may be a bit premature to declare the winning advertiser from Super Blog Bowl XLII . Conclusive results of the Super Bowl advertiser’s success on the blogosphere will be presented in the form of a Collective Intellect report at the end of February. Until then, we will continue to evaluate which advertisers had the best Super Bowl Sunday and determine if my pre-game predictions were accurate.
On February 1st I predicted that Pepsi, Anheuser-Busch, GoDaddy and Audi would have the most successful campaigns based on their pre-game blog buzz. By saying “successful” I meant that they would produce the most post-game buzz. It is my belief that blog conversation is equal or more influential than any other measurement of conversation or buzz out there.
The following chart compares last week’s share of voice to that from the beginning of the game until Monday 2/4 around noon:
After examining my top four advertiser prediction to the post-game share of voice, it is pretty clear that pre-game buzz directly correlates with post-game buzz. The one exception being Coca-Cola whose Parade Balloons ad propelled them to the top of skyscrapers and Collective Intellect’s post-game blog share of voice chart, knocking GoDaddy down a peg or two with their lame website-geared ad.
Another interesting change seen in a different share-of-voice chart (below) is that Pepsi and Hyundai actually lost buzz after their spots aired. Anheuser-Busch on the other hand built on the pre-game buzz to jump towards the top.
I believe there are many reasons why Anheuser-Busch increased share of voice. First, they previewed five of the seven ads before the game, giving blogs an opportunity to be first to link and build excitement around the ads. Next, their “secret commercial” tactic was used to create interaction between viewers and BudBowl.com (obviously not part of the post-game success - below). And they’re Budweiser, the King of Beers and the King of Super Bowl Advertising for crying out loud; all of the above reasons feed into and are a product of their dominance in this arena.
Most importantly, Anheuser-Busch bought seven ads. Any advertiser who buys that many spots should expect to finish first in blog activity. To their credit, they did. And having seven spots provides better odds that one of those ads will be blogged and commented on. It also gave them the opportunity to go viral on You Tube with the Will Ferrell ad - capturing the triple crown of online advertising; blog activity, viral spread, website - performing funny Jackie Moon outakes.
So at this point in Blog Bowl XLII I would have to say there are two champions from the game within the game. Coca-Cola, who emerged in the top-five after barely making the pre-buzz list. And Anheuser-Busch, who had the most post-game buzz, used multiple online platforms and maintained buzz afterwards.
Download Collective Intellect’s post-game mini-report here (or go to AdRANTs blog) and stay tuned for the official Collective Intellect Super Bowl Advertising report at the end of the month for more in-depth coverage.
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Interesting write-up Mark. I guess the lesson is that even if it does cost outrageous amounts of money for super bowl commercials, it pays off in the end. I was a little disappointed with a majority of the commercials. I was hoping that some would have been a little better. Do you think the writer’s strike had anything to do with that? There were some pretty good ones still though. Budweiser definitely had a few that were good, however my favorite was the Pepsi Max commercial with Chris Kattan at the end. I love it because it plays off of the SNL skit Night at the Roxbury. It’s this one:
http://www.youtube.com/watch?v=SJEVxfWpm7c
Dwight - Thanks for your comment. However, it’s my understanding that the writer’s strike didn’t affect the commercials because they are written by the ad agencies. I agree that they were dissapointing, but have to admit the eTrade spots were great and the Audi “Godfather” ad really appealed to my love of Gangsters and nice cars. Dupe.