According to the 250,000+ tweets monitored by BrandBowl2011, Chrysler was the most effective brand to advertise on the Super Bowl telecast on the FOX Network this year. Cars.com was the least effective Super Bowl advertiser, according to the results (which were compiled immediately upon the game’s conclusion).
Chrysler took it with the below spot. We'll agree, the writing in this spot is great. We just could have done without so much Eminem.
The Radian6 platform determined the results by pulling in the full data stream from Twitter. The results were measured on not only the volume of conversations, but also the positive/negative sentiment surrounding the conversations. BrandBowl2011 is able to rank the ads using some of the most comprehensive social media metrics available. During the broadcast of Super Bowl XLV, over 250,000 tweets were counted to determine the winners of BrandBowl2011.
"We've reached a point where advertising, even the outbound interruptions, is social,” said Edward Boches, chief innovation officer at Mullen. “Consumers want to talk about the ads and marketers are starting to realize that the greatest value of their Super Bowl buy is the conversation that takes place online.”
Of course, people go into the Super Bowl with pretty high expectations for the ads, and of course, people can be pretty harsh in their criticisms. But you know what? They should be. It's the SUPER BOWL. Your client paid a shit-load of money and you better deliver. There's been a lot of amazing work done in the past to set the bar so hight, that's how it got there. But this year was nothing special.