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Super Bowl XLIX: The Social Story

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Super Bowl Glory Returns

Last year’s Super Bowl was disappointing on every level and simply could not live up to the hype. 2015 could not have provided a more opposite result. This was the year of the emotional rollercoaster. NBC is known for their heartfelt sports coverage and has mastered the art of storytelling, all on full display for Sunday’s game. The network leveraged all their best tactics with outstanding results. The game was high drama at its best and kept the audience engaged to the very end.

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The Emotional Rollercoaster

Social event integration from different viewpoints:

• Broadcast network (NBC) – Utilizing social channels to enhance the viewing experience, surfacing social data on

the website, on-air integration, and leveraging popular NBC assets.

• Brands – Sponsors using social channels to support their emotional, entertaining, or first-time

ads and the final results.

Brands had serious competition from the game itself this year, but brought their own flood of emotions with some familiar storylines that garnered significant social conversation volume to very unexpected commercials eliciting strong negative feedback. In this analysis we will examine how brands used social media to continue the conversation, leverage assets and advocates, and even create intentional mistakes to earn attention.

Both of these showcase the unique and powerful relationship between sports and social media that brands

should be leveraging to drive engagement when possible.


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Overall Themes

Social Platforms Upping Their Game

NBC Sports Broadcast

Advertiser Review

The Results

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Contents

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• According to a FleishmanHillard TRUE study, on average people plan on spending half of the game interacting with social media and the majority desire to engage with brands.

• Only 6% of respondents said they would engage on social media less this year.

• 41% of consumers still watch in-game commercials that are shared socially before the Super Bowl, but 36% indicate a reduced level of excitement.

• Only 13% are less likely to pay attention during the Super Bowl as a result of seeing commercials online before the game.

The Super “Social” Bowl

Source: FleishmanHillard TRUE Study

• During the game, commercials continue to play a dominant role. While interaction is desired, a brand’s heavy commercial presence is considered the best method of engagement by a majority (54%) of consumers.

• For brands on a tight budget, a less costly option may be to run one commercial accompanied by a social interaction. 40% of consumers believe that does the best job of engagement.

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http://fleishmanhillard.com/2015/01/true/commercials-still-mvp-super-bowl-engagement/


Twitter+TV #SecondScreen

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Most Tweeted Event Ever in the US

• The social media competition was more intense this year with YouTube, Facebook and others attempting to drive more activity to their sites and away from Twitter. Despite this, Super Bowl XLIX was the most tweeted event in US history and only surpassed globally by World Cup semifinal and final games.

• Twitter Cards allowed brands to drive actions within tweets by allowing users to click on websites or view more videos. Twitter Cards have advanced vs. prior year and brands are relying on them more heavily.

Source: Ad Age: Taking Twitter to the Next Level During the Super Bowl

http://www.adweek.com/news/technology/how-6-advertisers-are-taking-twitter-next-level-during-super-bowl-162625

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | 6

“Big Game” Audience

• Beginning the Wednesday prior to the game, FB began tracking the status updates and comments posted for keywords related to the Super Bowl.

• Those who posted something Super Bowl-related were added to an audience pool with the more than 50MM people who interacted with Super Bowl-related content on FB last year. Facebook offered a Super Bowl audience that extended to those watching for the commercials or attending a Super Bowl party.

• Facebook’s use of conversation data for Super Bowl-related ad targeting was used in nearly real time. Allowing brands to promote their clever "real-time marketing" responses to people talking about the event on FB within minutes.

Facebook boasted 65MM people chimed in on its service, up 30% from prior year

Source: Ad Age: Facebook Packages Own Super Bowl Audience for Ad Dollars

http://adage.com/article/special-report-super-bowl/facebook-lets-brands-target-people-discussing-super-bowl/296678/


YouTube

• YouTube offered its own halftime show during the Super Bowl, hosted by Epic Meal Time's Harley Morenstein. The AdBlitz halftime show on YouTube featured musical performances and stunts and included brands like Mercedes-Benz, Snickers, Wix.com and Bud Light.

• Google's AdBlitz is part ad product, part contest for brands to share their commercials across the Internet and let users vote for their favorite ones.

• YouTube is the where people go to willingly consume advertisements pre-game. This year, YouTube faced significant competition for video advertising dollars from both Facebook and Twitter, and it used the halftime show and the advertising around it to demonstrate its value to top brands.

YT’s Halftime Show, hosted by Epic

Meal Time’s Harley Morenstein.


NBC Sports Review


On-Air Integration

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Each year we examine the broadcasting network’s use of social media on-air during the telecast. Due to NFL restrictions, most activity is concentrated to the pre-game show. This year NBC leveraged subtle elements similar to their Olympics execution for the social integration.

• @SNFonNBC was reinforced with every talent appearance instead of showcasing the individuals’ handles to keep the viewer focused on a single point of Twitter engagement.

This handle along with @NBCSports and @NBCSN earned 26M impressions and 1.5M engagements during Super Bowl week.

• Facebook’s dedicated Super Bowl page surfaced as part of the social networks bar. The page included a link back to NBC’s livestream of the game.

NBC Sports had more than 60M fans consume content across its Facebook accounts during Super Bowl week, resulting in 265M impressions and 5.1M engagements.

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Source: NBC Sports

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On-Air Integration

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The use of social media evolved this year to respect a greater level of audience sophistication within both the broadcast and the advertising.

• A simple nod to Twitter trends and celebrity picks both appeared in the pre-game coverage.

• NBC branched out to include Tumblr as a major component of their social efforts this year with a dedicated page to the Super Bowl and a hub for all the commercials. The blog was promoted on-air and on NBC Sports’ social channels.

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Digital Integration

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NBC Sports leveraged their “All Access” social hub on NBCSports.com for the Super Bowl, featuring links to their social accounts, an Instagram feed, multiple Twitter streams and trending topics. It was promoted during the live-stream and on NBC Sports’ social channels.


Digital Integration

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The Sunday Night Football Bus traveled all over the country this season and NBC Sports created a digital hub to document the journey. For Super Bowl the page zeroed in on Arizona with a Tweet Battle, dedicated Twitter feed and special video features.


Leveraging Assets

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NBC has been very successful leveraging their assets across sports programming for the past few years and the Super Bowl was no different. Jimmy Fallon provided highly engaging personal content and one of his popular Tonight Show segments was leveraged on SNF’s Instagram and on-air during the pre-game show.


Leveraging Assets

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Tara Lipinski and Johnny Weir were back with the NBC Sports crew for specific pre-game segments on “Super Bowl Wives” and media day. The team created the most social conversation of any pre-game segment (nearly 3x the next closest) for the network and picked up some strong engagement on the NFL’s Instagram.


Leveraging Assets

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Another way NBC leveraged assets was in the promotion of their current and upcoming sports programming. Clever characters and on-air personalities for English Premiere League soccer and NASCAR were featured within the Super Bowl coverage. Social properties were highlighted with specific call-to-action, one with a brand sponsor.

The Nick Offerman NASCAR promo call-to-action helped NBC Sports earn 7M+ video views on Facebook during Super Bowl week.

Source: NBC Sports


Social Firsts

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In a first for the network, NBC Sports created a dedicated Super Bowl Tumblr featuring all the commercials after they aired. Viewers could engage with the ads on Tumblr or share out to other channels (Facebook, Twitter, Pinterest). It earned NBC Sports 2.2M page views and 1.4M video ad views.

Sponsored by

Microsoft

Source: NBC Sports


Social Firsts

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A few days before the Super Bowl NBC Sports executed a unique stunt to set the world record for selfies in an hour with Arizona Cardinal Patrick Peterson. The content was perfectly suited for the Vine platform and helped the network utilize yet another social channel for their Super Bowl coverage.

The results:

• 1449 selfies (657 previous record per GUINNESS WORLD RECORDS)

• 579K video views on Facebook

Source: NBC Sports


Advertiser Review


Sporting events and awards shows stand out as some of the last examples of mass appointment viewing. This year 114.4MM people watched Super Bowl XLIX, making it the most watched show in US TV history. While many consumers are typically happy to zip their way through ads on their DVR, that’s not how they feel about commercials during the big football game.

Super Bowl Ads Are Part of the Tradition

Based on a survey from Crowdtap of US internet users: (primarily female respondents)

• 29.6% said they were primarily going to watch the game for the ads.

• More than 70% said they were either somewhat or extremely likely to take some kind of social media action because of ads, including sharing a photo, tweeting or using a hashtag.

• 7 out of 10 respondents would share an ad simply because it was a “great ad.”

• Over half of respondents wanted to share info about new products or to support brands they liked.

• 85.4% of respondents said humor was what made ads memorable for them.

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60 Is the New 30

Source: Kantar Media

Thirty seconds is no longer enough on Super Bowl Sunday. Many advertisers would like a minute of your time, at least. Last year's broadcast included 22 ads that ran for 60 seconds or longer, according to Kantar Media. These long-playing commercials accounted for 40 percent of all paid spots during the game, the most since at least 1984. Here's how the trend looks over the last five years:

2015 remained flat with 21 ads at 60 seconds or longer

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Social Integration

Source: Marketing Land

Advertisers were less overt about social integration within their spots this year. Callouts for specific platforms were limited, compared to use of hashtags, as the audience has matured and no longer requires full direction on how to engage with a specific brand, company, or film in social media.

• 50% of ads contained a hashtag on screen, down 7% from last year • 4 ads mentioned Facebook • 3 had Twitter callouts • Snapchat scored its first showing for “Pitch Perfect 2”

2015 remained flat with 21 ads at 60 seconds or longer

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Highly Emotional Advertising & Dadvertising This year advertisers were looking to strike an emotional chord. Always, Budweiser, McDonald’s, Nissan, and many other brands wanted to pull on the heartstrings of the Super Bowl audience. Messages of empowerment and positivity, friendship, and the role of dads in families all resonated with fans, were supported across social channels and often complimented with paid social media. Leveraging hashtags for the emotional campaigns ensured brand advocates could participate in the conversation with stories and images, driving strong engagement with content.


Socially Conscious Always shared one of the most inspiring ads with 100+ MM viewers during the Super Bowl. The longer version of this commercial went viral last year (54MM views). #LikeAGirl drove the strongest engagement of all Super Bowl advertisers hashtags, ensuring its inspiring message will continue to spread.

Always #LikeAGirl

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Budweiser #BestBuds

Lost Dog & An Aggressive Social Strategy In addition to having a top ad with “Lost Puppy,” a continuation of last year’s favorite “Puppy Love,” Budweiser was very aggressive in paid social for both Budweiser and Bud Light during the Super Bowl. The brand bought Promoted Tweets against keywords from some of this year's smaller brands, including Newcastle, Loctite and Mophie. Not surprising, given AB’s 4 social media war rooms around the country.


McDonald’s #ImLovinIt

“Lovin’ the Super Bowl. McDonald's Twitter activity really stood out as they tweeted like crazy about other brand’s spots as part of their Lovin’ Wins Super Bowl contest. McDonald’s messages garnered thousands of retweets and it appears their Twitter strategy was much more impactful than their TV spot.

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Coca-Cola #MakeItHappy

A Force for Change Coca-Cola chose to tackle the pervasive negativity that pollutes social media with their Super Bowl ad. "Our goal is to inspire America to become a collective force for positivity," said Jennifer Healan, Coca-Cola's Group Director of Integrated Marketing Content. The spot concludes with "#MakeItHappy," as "a call to action to promote positivity both online and in the real world.” Unfortunately, Coca-Cola suspended its #MakeItHappy campaign less than a week post-Super Bowl, when Gawker tricked the brand into tweeting out a number of lines from Adolf Hitler’s “Mein Kampf”.

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Redefining Masculinity • 88% of men say taking care of family makes them feel stronger • 93% of men don’t relate to the way media depicts masculinity Dove used these insights and more to create a touching ad depicting the real role of men & dads in families today. Across Dove’s social platforms, men are encouraged to share how “Care Makes a Man Stronger” as part of Dove’s broader campaign to "celebrate modern men.”

Dove Men+Care #RealStrength


Toyota #OneBoldChoice

Highlighting the Role of Dads Toyota was one of the early brands to share in the pre-game ad window their campaign highlighting the critical role of dads in children’s lives and future success. Their online testimonials, shared across social platforms and PR channels, shows several football stars discussing what it means to be a dad and what they learned from their own dads. Toyota leveraged the social influence of the football stars and Amy Purdy, as well as paid media, to generate awareness for the campaign.


Nissan #WithDad

Don’t Spoil the Magic Nissan wanted to maintain the mystery of their first Super Bowl commercial in 18 years but still garner pre-game publicity. So they partnered with YouTube Creators who created short online films that celebrate the innovative and exciting ways that dads make life better for their families and how they strive to find a work-life balance. Additionally, Nissan did end up releasing 10 seconds of the ad pre-game, but it did not give much away.

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Nationwide #MakeSafeHappen

Generating a Strong Reaction Many believed that using a dead child as the hero was uncomfortable and created an undesirable association for the Nationwide brand. While the ad was risky, it did break out of the clutter and attracted attention to the fact that many children are killed by preventable accidents and that Nationwide is part of the solution. Since the initial reaction to the ad during the game, the social conversation has become more balanced, with people realizing that uncomfortable commercials are worth stopping preventable deaths. This ad has completely overshadowed Nationwide’s other SB spot, “Invisible Mindy,” starring Mindy Kaling and Matt Damon.

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Always Entertaining Sprinkled between the dominant emotionally-charged ads were humorous and entertaining commercials from brands that can always be counted on for a laugh. Doritos, Bud Light and Snickers all ran creative extensions of existing campaigns that have delighted football fans in past Super Bowls. T-Mobile used humor and a relevant insight for their target consumer, to support their #DataStash campaign. Celebrity influencers played a key role in the social strategy for many of these brands. Non-advertiser brands like Totino’s and Monster.com used intentional mistakes to bring their brands to life on social media.


Doritos #CrashtheSuperBowl

Ads are Humorous But Social Stands Out Doritos continued it’s “Crash the Super Bowl” crowd-sourced campaign this year with two entertaining commercials, “Middle Seat” and “Pigs Fly.” While they delivered laughs, they were not as memorable as other brand’s commercials. Where Doritos did stand out was their Twitter activity during the game and interacting with other brands after their commercials aired. The banter between brands during the game enhances the second screen experience for consumers.

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Bud Light Won the Commercial Pre-Game Bud Light’s teasers pre-released commercial accumulated more than 10MM views by the Thursday afternoon before the game, per Visible Measures. Bud Light's campaign, a continuation of the "Up for Whatever" theme, threw a guy into a life-size Pac-Man maze complete with ghosts. Similar to Budweiser, Bud Light was very aggressive with Promoted Tweets during the game, supported by AB’s 4 social media war rooms around the US.

Bud Light #UpforWhatever

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BMWi3 #HelloFuture

A New and Funny Way to Talk About Innovation. BMW’s comparison of their new all-electric car to the inception of the internet is a clever way to position it as the next big thing, particularly by including the flashback of Katie Couric and Bryant Gumbel. BMW complemented the PR buzz around their pre-released ad with paid social media support to generate awareness. Consumers reaction on Twitter & YouTube was skeptical, they tend to cite Tesla Motors as the only truly innovation car manufacturer.

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Snickers #EatASnickers

The Brady Bunch Snickers went the comical route for their spot and brought back a vintage TV program with a twist to engage viewers. The banter on Twitter back and forth between Snickers and Skittles allowed Mars to set up their second candy brand for a strong social performance. They also continued the humor in tweets engaging non-affiliated brands with their ad storylines.


Appealing to Younger Consumers In T-Mobile’s ad, Kim Kardashian discusses the “tragedy” of the GBs of data taken back by wireless providers when it could have been used to look at selfies of her. The ad had a strong insight, mobile data is more important to young T-Mobile customers than the voice plan, and a clear call to action that was supported by a full digital program. T-Mobile was the only advertiser to run separate creative for NBC’s live stream of the Super Bowl. Their “Data Vulture” spot starring Rob Riggle, further supports their investment in appealing to a younger consumer demographic. Typically, advertisers choose not to invest in a customized online ad given that it will reach far fewer people than a traditional TV ad.

T-Mobile #DataStash


Mercedes-Benz #TheBigRace

#TeamTortoise vs. #TeamHare The Mercedes ad in which the animated tortoise beat the hare by using the Mercedes AMG GT was a great way to support “driving excitement” in a new way with humor that did not detract. Mercedes used multiple hashtags, several teaser versions and paid media leading up to the Super Bowl to drive engagement across social platforms. .

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Using Social to Highlight Personality & Purpose Totino’s is known for their quirky, off-beat brand personality. For this year’s Super Bowl they live-tweeted, one day early. At first it appeared to be an accident but it soon became clear that it was a big joke. Mocking the process, Totino’s demonstrated how ridiculous and sometimes manufactured "real-time" marketing can be. Monster.com purposely posted a tweet post-game congratulating the Seattle Seahawks on their win. When Twitter users clicked thru they saw the punch line. In addition to sparking more than 4,000 retweets and 2,600 favorites, the stunt increased discussion of Monster by more than 1,500 percent compared to the average day, per their agency BBDO.

Brands’ Intentional Mistakes

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First-Time Advertisers There were at least 15 brands advertising during the big game for the first time. These included Skittles, Clash of Clans, Loctite, Carnival, Wix.com, Weight Watchers and Avocados From Mexico. The first-timers were attracted to the Super Bowl's massive reach and potential to raise brand awareness. Many of these advertisers leveraged their Super Bowl investment with a complimentary social strategy, however, none were as developed as those belonging to experienced advertisers. Skittles relationship with Marshawn Lynch and support from Snickers proved to be even more effective on social media than their ad.


Skittles #SettleIt

Ads vs. Advocates Skittles first Super Bowl ad was entertaining and had a strong social presence across platforms but arguably the biggest impact for their brand of was shot of Marshawn Lynch eating Skittles just prior to the start of the game. The association between Lynch and Skittles is so strong, the NFL used an image of Skittles raining down on Lynch post-touchdown on their Instagram to create very engaging social content.

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First Time Advertiser, Memorable Ad There were three mobile advertisers that advertised during Super Bowl but only Supercell's Clash of Clans brought the game to life in an entertaining and memorable way. Surprising and funny, it used Liam Neeson to great effect in the ad. Clash of Clans has shared clips and memes of the ad across their social channels but the dominant storyline on social remains product information for their users.

Clash of Clans “Revenge”

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First Time Advertiser, Memorable Ad Loctite’s first foray into Super Bowl advertising resulted in a somewhat strange and memorable commercial. Their goal was to drive brand awareness with their ad and with the record audience, they accomplished it. Budweiser had bought Promoted Tweets against Loctite’s keywords and once the brand caught on, they urged AB to back off!

Loctite #WinAtGlue

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Leveraging Social to Drive Brand Equity

• This year the majority of advertisers either pre-released their commercials through social media or used it to compliment the premiere of the ad on broadcast TV. Organic conversation was often augmented with paid social media, particularly Twitter trending topics.

• Use of celebrity influencers on social networks continues to be a growing trend, whether they are directly related to the Super Bowl and NFL (Marshawn Lynch) or pop culture (Kim Kardashian). Celebrities’ fans and followers are more engaged with advertiser’s campaigns when a strong social influencer strategy is used.

• Hashtags continue to compliment the social content strategy for advertisers and can drive strong engagement, as #LikeAGirl proved for Always. However, once hashtags are introduced, they can also take on a life of their own that is different than the advertiser intended.

• While there were 15 first-time advertisers in the Super Bowl, none of them had the same level of success with their commercials or social campaigns as veteran advertisers did. Social continues to grow in its role of leveraging broadcast investment for the Super Bowl. For many of the first-timers, the price of commercials was so steep, it did not enable significant investment in paid social as well. Aggravating this was Bud/Bud Light’s strategy of purchasing Promoted Tweets against first-timers keywords .

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Super Bowl Advertiser Key Takeaways


The Results


2015 Results Nearly 7,000 ad enthusiasts rated this year’s commercials on a 1-10 scale. Here are the 5 best spots, according to their aggregate rankings. Budweiser won the Ad Meter competition for the third straight year with its “Lost Dog” spot, which features a cute puppy finding his way home and getting some help from his powerful friends, the Clydesdales. The remaining portion of this section is dedicated to Oracle’s social super bowl analysis which has some overlap with these results.

Budweiser Wins Ad Meter for the 3rd Consecutive Year

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While volume and sentiment are great entry metrics to understand social impact, Oracle believes that understanding specific indicators to uncover preference, awareness, and intent—rather than just reporting on buzz—is a superior method for understanding both Super Bowl ad social success specifically, and more broadly, across all major consumer categories. This Engaged Consumer methodology will be the core of a brand new Oracle product to be released later this year. The Engaged Consumer Tracker (ECT) Index enables brands to understand the reaction of “engaged consumers” to Super Bowl ads by measuring positive ad attributes via Oracle’s Social Indicators (Favorite, Purchase Language, Affinity, Humor) and subtracts negative ad attributes (Unfavorable, Offensive) to determine the winners. The totals are then indexed and/or converted into share of “engaged” voice. The top five and bottom two ads by Oracle’s ECT score are analyzed in further detail on the following slides.

The intention of the Engaged Consumer Tracker Index is to rank brands whose ads are driving preference and awareness with consumers.

What is the Oracle Engaged Consumer Tracker Score

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Top 5 Advertisers by Share of Voice Nationwide 15%

Budweiser 12%

McDonald's 10%

Always 8%

Jurassic World 3%

Bottom 2 Advertisers by Share of Voice GEICO 0.02%

uCool Heroes Charge 0.01%

Top 5 Advertisers by ECT Score Budweiser 2,686

McDonald's 2,567

Jurassic World 1,774

Pepsi 1,718

Esurance 1,512

Bottom 2 Advertisers by ECT Score GoDaddy -37

T-Mobile -150

A side-by-side comparison shows a clear difference in how overall volume (“buzz”) leaders differ from Oracle’s ECT counterparts. For example, Nationwide generated the highest amount of social activity of all advertisers. However, they did not appear on the top five list for ECT score because of the negative response they received from its controversial Super Bowl spot. Esurance, on the other hand, while generating lower volume still generated enough brand engagement in social they took the fifth spot in ECT rankings. The top five and bottom two ads by Oracle’s ECT score are analyzed in further detail on the following slides.

Share of Voice vs. ECT Comparison

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Super Bowl Social SOV Analysis

Traditionally, the social media winners and losers of Super Bowl ads have been measured by who can generate the most

conversation (share of voice).

Using this measurement, the following five brands would be considered Super Bowl ad champions.

Top 5 Super Bowl Advertisers by SOV

Nationwide 15.1%

Budweiser 12.5%

McDonald’s 10.1%

Always 7.6%

Jurassic World 3.2%

Depending on the advertiser’s goals, the advertisement

should elicit some type of emotional response from

consumers. Sentiment is used to measure this reaction.

Top volume driver Nationwide generated the highest

negative sentiment levels of the top 5 SOV advertisers.


Super Bowl Social SOV Analysis Volume & Sentiment Drivers; Top 5 SOV Advertisers

Budweiser produced the ad with the most positive sentiment on the night, at 49% positive. The “Lost

Dog” spot had fans raving about how cute it was, how much they liked the puppy and Clydesdales,

and how it was a nice change from some of the other more serious ads.

McDonald’s received a lot of positive feedback for the message of their ad, and for the unique

contests that they ran in junction with prizes related to the other Super Bowl ads.

Always volume was primarily driven by positive messages about rethinking what #LikeAGirl means,

along with sponsored social activation from female stars like Demi Lovato and Ashley Tisdale on

Twitter. Other brands like JetBlue also ran with the #LikeAGirl hashtag, featuring an image of two

female pilots and the message “Fly #LikeAGirl” along with female athletes like Jennie Finch.

Jurassic World messages were very positive, as viewers were very excited about the new trailer

which contained new footage that had not been released.

Sentiment for Nationwide was the most negative of the top 5, as there was significant negative

backlash via social media about the child dying and the depressing message that the commercial

conveyed, along with others upset that Nationwide was using family tragedy to sell insurance.


Campaign Hashtags The Always #LikeAGirl generated 54% of all hashtag social activity. Discussions centered around how

much viewers loved the commercial, and the importance of the messaging. There were many users still

leveraging #LikeAGirl the next day to share their own images of strong women, and a smaller segment of

conversations calling out men who made fun of the hashtag and commercial.

Coca Cola’s #MakeItHappy hashtag generated a larger share of voice for the brand vs. other hashtags

than their actual ad within the overall SOV metric. Many of the messages were retweets and shares of the

brand’s tweets and influencer ads, along with people using it to activate the function to combat internet hate.

#LikeAGirl 54%

#MakeItHappy 19%

#KimsDataStash 6%

#BestBuds 5%

#SuperBowlRally 2%

T-Mobile also experienced more use of #KimsDataStash than conversations specific to their commercial.

A large amount of the messaging came from retweets of posts by both Kim Kardashian and T-Mobile.

People also used the hashtag to ask Kim questions for a live Twitter chat on the T-Mobile handle.

Budweiser received high usage of #BestBuds, though some messages associated with this hashtag

weren’t related to the ad as it was a more generic hashtag. Other brands such as Lenovo and Cheerios

also used #BestBuds to join the conversation. It was the only other advertiser from the top 5 SOV from the

previous page other than Always to also have top 5 hashtag usage.

The NFL’s #SuperBowlRally captured 2% share of voice of all hashtags. A large amount of them made up

of retweets of a post by Britney Spears.

Hashtag SOV Top 5


• Gone Hollywood: When reviewing the top advertisers by ECT score, three trailers scored in the top ten, seven trailers in the top 20. Jurassic World was one of three advertisers to earn top five of both Share of Voice and ECT score.

• Bring Out the Tissues: Out of the top five share of voice leaders, four advertisers utilized emotional appeals. They were responsible for 45% of social activity among advertisers, indicating that emotional trumped comical in generating social volume. The top two advertisers in ECT score were two of these emotionally appealing advertisers – Budweiser and McDonald’s. Alternatively, brands that utilized a less emotional tone were often praised. Bud Light’s “Coin” was favored for being “…a nice contrast to some of the more serious ads…”

• It’s Alive!: Once “activated” by the advertiser, some hashtags took on a life of their own with viewers using them in their own meaningful ways. #LikeaGirl was used by females to combat and call-out male users who ridiculed the campaign with social users, fueling the gender debate. In addition, some brands not a part of the official Super Bowl XLIX advertisers would “piggy back” off hashtags from official sponsors. Cheerios did this by using Budweiser’s #BestBuds tweet and JetBlue utilized this tactic with the #LikeAGirl hashtag.

• Rookie Season: Super Bowl XLIX marked the first year for mobile gaming advertisements. Clash of Clans, Game of War, and Heroes Charge each aired one spot in the big game in 2015. Clash of Clans witnessed the most success, generating the seventh highest social activity and the 12 highest ECT score out of all advertisers.

Key Takeaways

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• Two 60 second spots • Aired one in the 2nd quarter and one in the 3rd quarter • The “Lost Dog” ad content was teased for multiple weeks

before the game, and the ad was unveiled Wednesday before the Super Bowl

• #BestBuds hashtag was used with the “Lost Dog” commercial

Budweiser “Lost Dog” and “Brewed The Hard Way”

• Volume about the Budweiser ads was the highest of all advertisers (the brand retained a 14.5% SOV), but only the messages about the “Lost Dog” ad were positive, as many people did not like the “Brewed The Hard Way” Ad and made negative comments about the quality of Budweiser beer.

• Budweiser generated the best Oracle ECT Index ranking by creating a cute, upbeat story using classic Budweiser stars, the Clydesdales and a puppy. The majority of social messages were focused on how cute the puppy and Clydesdales were, how much people liked the ad overall, and that the Clydesdales could have helped save some of the other commercials.

#1 Advertiser – ECT Score

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• “Pay With Lovin’” generated the most social activity of any QSR. Out of all advertisers, McDonald’s generated the third highest share of voice behind Budweiser and Nationwide.

• Praise was specific to the spot, not to McDonald’s. A common theme of audience response praised the spot, but still critiqued the fast-food restaurant. Social praise also came in the form of excitement when the “alternative forms of payment” actually worked.

• McDonalds’ outbound social strategy utilized a series of sweepstakes that included other Super Bowl advertisers. The winners of the sweepstakes would receive an incentive specific to the other advertisers, not to McDonald’s.

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• One 60 second spot • Aired during the second quarter • Activated #ImLovinIt, but the hashtag was not utilized

within the spot’s Call-to-Action. • McDonald’s was the only QSR with a national spot in

the game. All other QSRs utilized regional ads.

McDonald’s “Pay With Lovin’"



• Jurassic World trailer generated the most social volume of any other film trailer aired during the Super Bowl. When reviewing trailers specifically, Jurassic World generated 29% SOV.

• Jurassic World trailer also generated enough volume to be land in the top five of

social activity for all Super Bowl XLIX advertisers. • The biggest theme of conversation was “new footage”. The spot was not aired

prior to the game and it included more footage than the previously released original trailer.

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• One 60 second spot • Aired just before kickoff

Universal Pictures Jurassic World Trailer



• One 30 second spot • Aired during the lead up to halftime

Pepsi “Halftime Touches Down”

• Volume about the Pepsi ad was in the top 20% of advertisers (the brand retained a 2.7% SOV between the ad and halftime show), and the driving factors for this were extremely heavy owned-channel engagement on social and nostalgia of ads from previous years, especially those featuring One Direction.

• Pepsi’s success was driven by leveraging promoted posts on social in advance of their ad and through sponsorship of the halftime show, which is as big of an event for many watching the Super Bowl as the game itself.



• Esurance’s “Sorta” campaign generated the fifth highest ECT score of all advertisers. Esurance social activity was far less than that of Nationwide, one of two other insurance category advertisers of Super Bowl XLIX. However, Esurance generated a higher ECT score.

• The Breaking Bad reference within the second aired spot was a larger theme of conversation than Lindsey Lohan, who was the star of the spot just before kickoff. So much so that often times the Breaking Bad and Walter White were recalled as opposed to Esurance and #sorta.

• Nationwide was included within mentions of Esurance’s commercial as a comparison. Social users would reference Esurance’s light-hearted spot was better than Nationwide’s perceived somber tone.

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• Two 30 second spots • Aired just before kickoff (Sorta Mom) and

second quarter (Sorta Pharmacist) • Activated #sorta

Esurance “Sorta Mom” and “Sorta Pharmacist”



• GoDaddy’s “Working” generated the second worst ECT score out of all advertisers as a result of controversy around the pre-released ad that was pulled prior to the Super Bowl.

• The majority of the negative backlash focused on the original spot that was pulled. Social users first criticized the original spot, and then criticized GoDaddy again for having second thoughts and pulling it prior to the game.

• Additional commentary referenced Super Bowl spots from previous years and how GoDaddy did not use “sex” as a theme within this year’s spot.

• There was minimal praise for small biz owners, and commentary from small biz owners (which was the content theme of the new spot), but was overshadowed by previous spot controversy.

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• One 30 second spot • Aired during second quarter • Activated #godaddy

GoDaddy “Working”

#69 Advertiser (second-to-last) – ECT Score


• T-Mobile generated over three times the social activity as Sprint, the only other Telecommunications brand to air an advertisement in this year’s Super Bowl.

• For the first creative, “Save the Data”, T-Mobile utilized Kim Kardashian West’s 28

million follower base to reveal the spot the Monday before the Super Bowl.

• Despite airing two different creatives, social activity for the “One-upped” spots that included Sarah Silverman and Chelsea Handler was overshadowed by chatter on the “Save the Data” creative.

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• Two 30 second spots • Save the Data aired in the second quarter • One-Upped aired in the third quarter • “Save the Data” was pre-released Monday before the game. • #KimsDatastash, #datastash, #uncarrier and #wificalling

were activated for this campaign.

T-Mobile “One-Upped” and “Save the Data”

#70 Advertiser (last) – ECT Score


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Social Strategy Consulting

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Oracle Social Cloud

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