Getting to the point, we’ll tell you that it’s Chrysler, with it’s Eminem-featuring “Imported from Detroit” spot. 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. At the other end of the scale we find cars.com.
Chrysler’s two-minute long spot appeared during the third quarter of a closely contested game that saw the Green Bay Packers and the Pittsburgh Steelers compete against each other.
The BrandBowl2011 is a Twitter/SuperBowl experience that used tweets connected to the ads to inform real-time metrics, offering the public a set of immediate rankings of the most and least effective brands on the Super Bowl this year. It was organized by Mullen, a Boston-based advertising and social media agency and Radian6, a social media measurement and engagement company.
“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."
"Social media lets advertisers see the impact of their ads in real time," said David Alston, CMO at Radian6. "The top advertisers on the Super Bowl prove how a traditional TV spot can potentially be leveraged on the social web."
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