Super Bowl XLVI - Super Bowl ads grab social-media buzz - Ingles
Super Bowl social-media buzz was as much about the commercials as the Big Game today.
Leading the trending pack: a grandma slinging a baby for Doritos and David Beckham baring his tattooed body for apparel retailer H&M.
But some of the biggest buzz on the Web today surrounded Chrysler's "Halftime in America" ad featuring Clint Eastwood, which played not during the game, but during halftime.
As a result, we have made a change in the USA TODAY/Facebook Super Bowl Ad Meter voting for the best commercial.
Historically, our Super Bowl Ad Meter voting, done by consumer panels during the game, has not included ads shown during the halftime show.
But now that online voting on Facebook and USA TODAY.com is offered separately after the game, we've included two major halftime ads, from Chrysler and Hulu, in the USA TODAY/Facebook Super Bowl Ad Meter.
All the ads can be viewed and voted on through Tuesday at 6 p.m. ET in the Ad Meter app on Facebook and at admeter.usatoday.com. The Ad Meter winner, based on how highly ads are rated, will be announced Tuesday night.
Online social media buzz is, of course, just what the high-spending advertisers want. Their Super Bowl marketing strategies have fully evolved to putting equal weight on broadcast and social-media buzz. And truth be told, the very purpose of most Super Bowl broadcast spots is to drive folks to socially tweet, like, share or even rant about their spots.
"People don't want to be told what they like; people want to tell you what they like," says Ann Mukherjee, chief marketing officer at Frito-Lay.
She should know. A leader in the buzz today on the USA TODAY/Facebook Super Bowl Ad Meter is the chipmaker's consumer-created commercial, which featured a grandma in a motorized chair. She creates a way to sling her grandson across the yard — with a rubber band-like setup — to grab a Doritos bag from a young taunter.
Among Monday's early buzz-leaders:
• Doritos baby sling. "People are always looking for a different darling," says Mukherjee, of the baby sling ad's popularity online. The key to the spot's online success, she says, is that Doritos started making consumers familiar (online) with its Super Bowl ads many months ago. "You can't do this one month before the game," she says.
• Doritos cat-burying dog. That spot, along with the baby sling spot, garnered the most early tweets — 48,536 — for Doritos, according to Brand Bowl 2012, which ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their advertiser Super Bowl spots.
• David Beckham in undies. The black-and-white spot with the soccer star wearing only his extensive body art (tattoos) and his H&M David Beckham briefs, topped all others early Monday with more than 109,000 total social-media comments via Twitter, Facebook posts and blogs, reports Bluefin Labs, a social TV analysis company.
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• Clint Eastwood pumps up America (and Chrysler). The "Halftime in America" spot, where the steely-eyed actor talks about America getting back on its feet, has been a veritable buzz machine in itself. It angered some Republican politicians who saw it as pro-Obama. It caused some social-media chaos when it was temporarily taken down from YouTube following what turned out to be false copyright issues. And it ranked second in overall social-media buzz early Monday, with 96,000 comments, according to Bluefin.
Among the social-media comments about that ad was this tweet from Hal Thomas (halthomas): "Last night I learned that if you express dislike for anything involving Clint Eastwood, you put your citizenship at risk."
(source USA Today)
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