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
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Creating replica copies to tolerate a certain number of failures is easy, but very expensive at cloud-scale. Conventional RAID has lower overhead, but it is limited in the number of failures it can tolerate. And the management is like herding cats (overseeing capacity, rebuilds, migrations, and degraded performance). Download Slide Deck: ▸ Here In his general session at 18th Cloud Expo, Scott Cleland, Senior Director of Product Marketing for the HGST Cloud Infrastructure Business Unit, discusse...
Whether they’re located in a public, private, or hybrid cloud environment, cloud technologies are constantly evolving. While the innovation is exciting, the end mission of delivering business value and rapidly producing incremental product features is paramount. In his session at @DevOpsSummit at 19th Cloud Expo, Kiran Chitturi, CTO Architect at Sungard AS, will discuss DevOps culture, its evolution of frameworks and technologies, and how it is achieving maturity. He will also cover various st...
SYS-CON Events announced today that eCube Systems, a leading provider of middleware modernization, integration, and management solutions, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. eCube Systems offers a family of middleware evolution products and services that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of So...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
We’ve been doing it for years, decades for some. How many websites have you created accounts on? Your bank, your credit card companies, social media sites, hotels and travel sites, online shopping sites, and that’s just the start. We do it often without even thinking about it, quickly entering our personal information, our data, in a plethora of systems. Sometimes we’re not even aware of the information we are providing. It could be very personal information (think of the security questions you ...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...