Click here to close now.

SYS-CON MEDIA Authors: Aria Blog, Pat Romanski, Elizabeth White, Peter Silva, Glenn Rossman

News Feed Item

SDL Super Bowl Ad Study Shows Budweiser, Cheerios and Coca-Cola Won the Brand Battle By Creating Sustained Brand Impact

Commercials promoting Budweiser, Cheerios and Coca-Cola from the recent Super Bowl broadcast generated the highest degree of lasting brand commitment that continued after the Super Bowl, according to a study and infographic released today by SDL (LSE: SDL).

The SDL study assembled relevant, targeted brand conversations before, during and after the Super Bowl and then analyzed the impact to brand awareness and sentiment in the weeks following the Super Bowl push. SDL has also created a best practices playbook to advise brands on how to create lasting impact on social channels. The playbook can be downloaded here.

While a popular Super Bowl commercial by insurance provider Esurance generated the highest level of social engagement on game day, the Budweiser, Cheerios and Coca-Cola ads sustained and increased their level of brand-related and advocacy conversations in the week following the game, the study found.

The Esurance commercial, offering a $1.5 million incentive for viewers to tweet the hashtag #esurancesaves30, elicited 309,992 social posts – nearly 10 times that of the nearest competitor. But three days after the Super Bowl, conversations mentioning the brand dropped off significantly.

Meanwhile, brand-related conversations about the Coca-Cola ad campaign – featuring clips of people singing “America the Beautiful” in different languages – actually increased as time went on, showing a sustained growth in excitement and brand commitment. Coke’s campaign generated more than 6,800 posts three days after the game – more than twice the amount generated by Esurance and down only 30 percent from game-day volumes. During that time, sentiment actually improved, with the split of positive posts increasing from 75 to 81 percent.

These brand insights are generated through SDL’s Customer Commitment DashboardTM (CCD) which provides companies with the ability to measure brand advocacy, purchase intent and engagement.

“Considering that brands are investing so much for Super Bowl spots, they want to ensure that they’re generating the right type of conversations and driving positive, lasting levels of brand engagement,” said Paige O’Neill, CMO at SDL. “Our analysis shows that to be successful, brands must combine a strong story with a tangible link to brand identity and an engaging incentive in order to transfer buzz into longer lasting brand uplift. Without those combined elements, buzz might spike, but it won’t be sustainable.”

The SDL study revealed additional insights concerning brands’ successful and unsuccessful advertising strategies for the 2014 Super Bowl. Best practices include the following:

  • Don’t be afraid to ask for participation: Encourage, incentivize and even ask for social media sharing through the use of hashtags, social icons, contests, donations to a cause, and other social media calls to action. Campaigns that included social elements and specific calls to action had 4 percent higher Commitment Scores than those that didn’t. A cautionary note: Brands must be certain that their call to action is in harmony with the brand’s overall promise, because if not, sustained benefits will not accrue to the campaign.
  • Take a stance: Don’t be afraid to take a stance on seemingly controversial social justice topics (e.g. gay rights, civil rights, military appreciation, women’s rights, etc.). Taking a stance generates high buzz, media attention, and in many cases a swell of support from consumers and brand fans. Campaigns that took a stance had scores that were 6 percent higher than those that didn’t.
  • Continuity is key: Budweiser, Bud Light, Cheerios, Chrysler, Geico, and M&Ms built familiar campaign themes that have been seen either throughout previous Super Bowls or previous years of advertising. Having these consistent and familiar faces, themes, songs, etc. tied to the ad increased recall and brand commitment. Campaigns that built on themes from previous campaigns had scores that were 9 percent higher than stand-alone commercials.

Worst practices:

  • Putting the Stars Above the Brand: There was a lot of positive buzz about this year’s all-star commercial casts (RadioShack, Oikos, Jaguar, Comedians in Cars Getting Coffee, Bud Light, Subway, Time Warner, Honda (Hug Fest)), but this buzz didn’t generate excitement about the brands or their products. Ads with all-star casts had scores that were significantly lower than those who only highlighted one celebrity or no celebrities.
  • Keeping Things Too Simple: Commenters criticized certain brands (Dunkin’ Donuts, Sprint, Kindle, Jeep, Mazda, Verizon, etc.) for disappointing at the big game. They argued that every year ads get bigger and better at the Super Bowl, and that these brands failed to compete by providing simple commercials similar to other campaigns they run all year long. Brands that were criticized for keeping things “too simple” during the big game had scores that were 19 percent lower than competitors.
  • Striking the Wrong Tone: Consumers complained that the tone of some commercials (Axe, Audi, GoDaddy, Mazda, SodaStream, Ford, Chrysler, etc.) contradicted long-held beliefs about the brands, or that certain celebrity endorsements that were perceived as off-brand. Brands must ensure that they conduct in-depth research to ensure that your ad or celebrity adds to the overall brand story or perceptions about your brand. Campaigns that were criticized for deviating from the brand had scores that were 4 percent lower than competitors.

To view the playbook and infographic, please visit: www.sdl.com/brand-advocacy

About SDL

SDL (LSE: SDL) allows companies to optimize their customers’ experience across the entire buyer journey. Through its web content management, analytics, social intelligence, campaign management and translation services, SDL helps organizations leverage data-driven insights to understand what their customers want, orchestrate relevant content and communications, and deliver engaging and contextual experiences across languages, cultures, channels and devices.

SDL has over 1,500 enterprise customers, over 400 partners and a global infrastructure of 70 offices in 38 countries. We also work with 72 of the top 100 brands. For more information, please visit www.sdl.com.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @Things...
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, it is now feasible to create a rich desktop and tuned mobile experience with a single codebase, without compromising performance or usability.
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes ...
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applicatio...
VictorOps is making on-call suck less with the only collaborative alert management platform on the market. With easy on-call scheduling management, a real-time incident timeline that gives you contextual relevance around your alerts and powerful reporting features that make post-mortems more effective, VictorOps helps your IT/DevOps team solve problems faster.
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities. In his session at @ThingsExpo, Gary Hall, Chief Technology Officer, Federal Defense at Cisco S...
The Internet of Things (IoT) is causing data centers to become radically decentralized and atomized within a new paradigm known as “fog computing.” To support IoT applications, such as connected cars and smart grids, data centers' core functions will be decentralized out to the network's edges and endpoints (aka “fogs”). As this trend takes hold, Big Data analytics platforms will focus on high-volume log analysis (aka “logs”) and rely heavily on cognitive-computing algorithms (aka “cogs”) to mak...
Skeuomorphism usually means retaining existing design cues in something new that doesn’t actually need them. However, the concept of skeuomorphism can be thought of as relating more broadly to applying existing patterns to new technologies that, in fact, cry out for new approaches. In his session at DevOps Summit, Gordon Haff, Senior Cloud Strategy Marketing and Evangelism Manager at Red Hat, will discuss why containers should be paired with new architectural practices such as microservices ra...
Companies today struggle to manage the types and volume of data their customers and employees generate and use every day. With billions of requests daily, operational consistency can be elusive. In his session at Big Data Expo, Dave McCrory, CTO at Basho Technologies, will explore how a distributed systems solution, such as NoSQL, can give organizations the consistency and availability necessary to succeed with on-demand data, offering high availability at massive scale.
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, will explain the best practices of continuous testing at high scale, which is r...
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, de...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focu...
SYS-CON Media announced that IBM, which offers the world’s deepest portfolio of technologies and expertise that are transforming the future of work, has launched ad campaigns on SYS-CON’s numerous online magazines such as Cloud Computing Journal, Virtualization Journal, SOA World Magazine, and IoT Journal. IBM’s campaigns focus on vendors in the technology marketplace, the future of testing, Big Data and analytics, and mobile platforms.
Security can create serious friction for DevOps processes. We've come up with an approach to alleviate the friction and provide security value to DevOps teams. In her session at DevOps Summit, Shannon Lietz, Senior Manager of DevSecOps at Intuit, will discuss how DevSecOps got started and how it has evolved. Shannon Lietz has over two decades of experience pursuing next generation security solutions. She is currently the DevSecOps Leader for Intuit where she is responsible for setting and driv...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @Things...