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Live sporting events are one of the few places where advertisers can make sure no one gets through their ads quickly, which is why companies were willing to pay $ 5.5 million for just 30 seconds of advertising time. on Super Bowl Sunday.
So who “won” the Super Bowl publicity war?
For the past two years, I’ve been using the Adam Brown Social Media Command Center at the University of Tennessee to understand how social networks like Twitter and Facebook react to major events like the presidential debates, breaking news like the GameStop craze, and sporting events like the Super Bowl.
Twitter engagement is a metric businesses use to determine an ad’s success and whether it was worth all those millions – not to mention the cost of creating Super Bowl ads, which often include celebrities.
Here’s what I noticed while monitoring social media during Super Bowl LV.
The interpreters
I didn’t watch the game itself – in which Tom Brady led the Tampa Bay Buccaneers to a 31-9 win over the Kansas City Chiefs. But I noticed that the performers, including the first poet to ever compete in a Super Bowl, received a lot of buzz.
The Weeknd’s halftime performance – and his close-up – was the talk of Twitter, as Super Bowl performances usually are. With its time slot and montage of the greatest hits, he was the biggest hit on social media, with over 821,000 mentions during the game, most of which were pretty positive.
Poet Amanda Gorman, who achieved national recognition during President Joe Biden’s inauguration, received nearly 60,000 overwhelmingly positive mentions after reading a poem on the pre-game show.
Amanda Gorman recites “Chorus of Captains”.
Drake, Disney and Dew
Of the dozens of businesses that bought ad time during the Big Game, three won the Twitterverse with the most positive ads of the night.
I came to this conclusion by analyzing the volume of tweets mentioning the company or using a hashtag introduced in the ad, as well as looking at the sentiment score to see if the conversation around the ads was positive or negative.
One of the big winners was State Farm’s commercials featuring Drake, in which the rapper appears as a replacement for “Jake,” which has appeared frequently in the insurer’s commercials. More than 28,000 tweets mentioned State Farm within 40 minutes of the ad first airing, for a total of 44,000 during the game. “Drake” was a key word in most of them. The sentiment was overwhelmingly positive for most of the night as people found “Drake from State Farm” funny, until some users brought up the “Drake’s Curse” which is supposed to be bad luck for sports teams.
https://www.youtube.com/watch?v=lvpq2OjmJvg
“State Farm Drake”.
Disney’s trailer for its upcoming “The Falcon and the Winter Soldier” series performed even better, sparking over 100,000 tweets specifically mentioning the series. Sentiment has also been overwhelmingly positive for the show which features two characters from the Marvel Universe, scoring over 90% throughout the evening.
Mountain Dew’s ad featuring professional wrestler John Cena driving through a “surreal watermelon-themed amusement park” won the night on social media. It received over 300,000 mentions, likely due to the $ 1 million given to the first person who tweeted the correct number of bottles of “major melon” appearing in the ad.
Mountain Dew’s Million Dollar Gift.
Some hiccups
Super Bowl mainstay Budweiser had a terrible night. At first, he said he would not buy advertising this year and instead donate money to coronavirus vaccination awareness efforts. But apparently he changed his mind and ran several ads for Bud Light and Bud Light Seltzer. Mentions of both beers were under 10,000 and sentiment turned negative after the ads began to run.
Shift4Shop, an e-commerce platform, has announced its partnership with the Inspiration4 civilian mission in space. The ad doesn’t appear to have had much of an impact on Twitter users, however, with fewer than 2,000 tweets during play, which doesn’t have much of an effect on the price. It reminded me of Quibi’s Super Bowl commercial last year, which was supposed to be the world’s first TV streaming app launch. It was not well received, and the company closed its operations in December.
Another big loser was the ads that were “heavy” – advertising jargon for overly emotional ads, such as those referring to serious events like the pandemic or the Capitol riots. Most Super Bowl advertisers avoided these themes – opting for escape and nostalgia instead. And the ones that got heavy didn’t go well, like Bass Pro Shops and the Cabela commercial, in which the narrator said that “in these difficult times we need nature more than ever.”
Jeep’s ad featuring Bruce Springsteen garnered a lot of attention – 20,000 tweets within minutes of it airing after halftime – but most of them were negative. For two minutes, the Boss implores the Americans to “meet in the middle” in a call for unity that some Twitter users described like “your deaf”.
https://www.youtube.com/watch?v=D2XYH-IEvhI
Too political?
Honorable mention
While it hasn’t broken the internet, vegan food company Oatly’s “ love-it-or-hate-it-it-or-hate-it-it ” ad has garnered a lot of attention. given its minimalism.
It featured the CEO of the company playing the piano in a field and singing about Oatly products. Internet users also seemed divided on whether the ad was good or absolutely horrible – but it generated over 16,000 tweets. Negative reaction may have been the company’s plan from the start, as they immediately started selling t-shirts saying, “I totally hated that Oatly ad.
The shirts sold out in five minutes.
Alexander Carter, doctoral student in advertising, University of Tennessee
This article is republished from The Conversation under a Creative Commons license. Read the original article.
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