Welcome!

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
Most DevOps journeys involve several phases of maturity. Research shows that the inflection point where organizations begin to see maximum value is when they implement tight integration deploying their code to their infrastructure. Success at this level is the last barrier to at-will deployment. Storage, for instance, is more capable than where we read and write data. In his session at @DevOpsSummit at 20th Cloud Expo, Josh Atwell, a Developer Advocate for NetApp, will discuss the role and value...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assis...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
Interested in leveling up on your Cloud Foundry skills? Join IBM for Cloud Foundry Days on June 7 at Cloud Expo New York at the Javits Center in New York City. Cloud Foundry Days is a free half day educational conference and networking event. Come find out why Cloud Foundry is the industry's fastest-growing and most adopted cloud application platform.
For financial firms, the cloud is going to increasingly become a crucial part of dealing with customers over the next five years and beyond, particularly with the growing use and acceptance of virtual currencies. There are new data storage paradigms on the horizon that will deliver secure solutions for storing and moving sensitive financial data around the world without touching terrestrial networks. In his session at 20th Cloud Expo, Cliff Beek, President of Cloud Constellation Corporation, w...
As enterprise cloud becomes the norm, businesses and government programs must address compounded regulatory compliance related to data privacy and information protection. The most recent, Controlled Unclassified Information and the EU’s GDPR have board level implications and companies still struggle with demonstrating due diligence. Developers and DevOps leaders, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by in...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Regardless of what business you’re in, it’s increasingly a software-driven business. Consumers’ rising expectations for connected digital and physical experiences are driving what some are calling the "Customer Experience Challenge.” In his session at @DevOpsSummit at 20th Cloud Expo, Marco Morales, Director of Global Solutions at CollabNet, will discuss how organizations are increasingly adopting a discipline of Value Stream Mapping to ensure that the software they are producing is poised to o...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
In order to meet the rapidly changing demands of today’s customers, companies are continually forced to redefine their business strategies in order to meet these needs, stay relevant and continue to see profitable growth. IoT deployment and development is integral in this transformation, and today businesses are increasingly seeing the value of investing their resources into IoT deployments. These technologies are able increase ROI through projects such as connecting supply chains or enabling sm...
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
IBM helps FinTechs and financial services companies build and monetize cognitive-enabled financial services apps quickly and at scale. Hosted on IBM Bluemix, IBM’s platform builds in customer insights, regulatory compliance analytics and security to help reduce development time and testing. In his session at 20th Cloud Expo, Tom Eck, Industry Platforms CTO at IBM Cloud, will discuss how these tools simplify the time-consuming tasks of selection, mapping and data integration, allowing developers ...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.