Super Bowl 2016  |  Mapping ad performance on Twitter

Heinz unleashes stampede of dachshunds to win most talked about ad of Super Bowl 50

With its herd of dachshunds in hot dog costumes, Heinz proved that by successfully balancing novelty and emotion with relevance, you can air the ad that resonates most with consumers, all without explosions or celebrity endorsements. All it takes is the right strategy and a few dozen puppies.

 

Superbowl 50 showcased a huge variety of marketing strategies. Here are some of the different approaches that brands took and how they measured up:

 

Do early releases of

Super Bowl Ads pay off?

Not too long ago, companies buying ad time during the Super Bowl sought to keep their game-day commercials secret until air time. But an increasing number of brands are shifting strategy and posted their game-day commercials online well in advance.

 

Their goal: to get consumers talking about their ads not only after the Super Bowl, but weeks before kick-off.

 

Here’s a comparison of those ads that earned the most social media attention:

 

 

Social media engagement

Ads with higher engagement

prior to game

Ads with higher

engagement
after game

Hyundai

- Ryanville

Mountain dew - Puppymonkeybaby

Heinz - Meet the ketchups

Bud light - The bud light party

LG - Man from the future

Colgate - Every drop counts

# of tweets

5,000

10,000

15,000

20,000

Upbeat messages and offbeat

humor dominate

From a strange creature called "Puppymonkeybaby" to a tear-inducing Audi ad, Super Bowl 50 ads ran the gamut from offbeat humor to heartfelt messages. Turns out, being funny delivers greater impact on social media

Humor vs Heart

Humor          Heart

More humorous advertisements had higher social impact but less affect

Hyundai

Ryanville

Mountain dew

Puppymonkeybaby

Heinz

 Meet the ketchups

Budweiser

 Give a damn

Budweiser

 Act like it

 LG

Man from the future

Colgate

Every drop counts

Championing a cause does

generate conversation

Championing a cause doesn’t just increase relevancy and emotive impact. It’s also a powerful strategy for taking greater control of the social media conversation.

 

The social media footprints that we mapped for “Give a Damn” and “Colgate” both show the emergence of genuine Twitter ecosystems around the themes of the ads.

"Give a damn"

"Colgate"

16,983 campaign mentions

3,062 campaign mentions

Novelty 45%

Novelty 23%

Affective 45%

Affective 45%

Relevance 10%

Relevance 18%

Average score

In the end, however, despite the social conversation generated, Budweiser and Colgate didn’t manage to generate the relevance needed through their advertising to be truly impactful for the brands.

How does an integrated approach across platforms build upon each other and lead to something bigger?

Only if you can deliver relevancy and align the full breadth of the ad’s story—online, offline, before, during and after the game. Lets look at two brands who ran integrated campaigns: Hyundai and Budweiser.

Ad release and twitter engagement

Hyundai

Budweiser

Release

date

Release

date

Super Bowl date

Not backing

down

The integrated approach worked well for Hyundai as the cumulative effect over the entire game reinforced different aspects of product relevance, while still enabling each ad to be novel and funny on its own terms.

 

For Budweiser, the lack of alignment between the different executions (Give a damn, Act like it) were so different in personality and message that it is difficult to imagine them producing a cumulative effect.

 

Ryanville & The Chase

Give a damn

First Date

 Act like it

Which ad got it right?

Planning effective advertising in a multi-channel world is a complex task. However, the Super Bowl ad that most effectively delivered both long-term brand impact and short-term impact this year kept it very simple. To be the most successful advertisement you must outperform all others in building Affective Memory Potential through novelty, being genuinely funny, and delivering all-important relevance.

Affective Memory Potential scores

Hyundai

 Ryanville

Mountain dew

Puppymonkeybaby

Heinz

 Meet the ketchups

Budweiser

 Give a damn

Budweiser

 Act like it

Colgate

Axe

LG

Normal USA AMP

Breakdown of Heinz high AMP score

Average score

Novelty 38%

Affective 20%

Relevance 30%

Heinz was the clear winner from Super Bowl 2016

It delivered strong word-of-mouth, purchase intent in the short-term, and generated a reasonable degree of autonomous social conversation as well.

What does this mean?

Teaser strategies deliver social engagement

 

Heart strings are an easier win than humour

 

Champion a cause only if you can make it relevant

Novelty, affective impact and relevance are equally important, but relevance is the hardest to achieve

 

A cohesive campaign can

deliver benefits

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