Did the Super Bowl pay off?

Super Bowl advertisers made their investment in hopes of capturing mass audiences and raising brand awareness. Vitrue wanted to know if the advertisers' investment in traditional media paid off in social share of voice on the Web.

Super Bowl advertisers made their investment in hopes of capturing mass audiences and raising brand awareness. Vitrue wanted to know if the advertisers' investment in traditional media paid off in social share of voice on the Web.  

Vitrue tracked Super Bowl advertisers using its Social Media Index (SMI). The Vitrue SMI score is based on a composite that measures a brand's online conversations - from text-dense micro-blogs, to multi-dimensional video sites, to blog comments and social network activity.  Adding just one point can include a number of Tweets, YouTube videos, blog comments, and other activity. The average SMI score is 302.

Vitrue analyzed all advertisers from game day (February 1) through February 12 to provide some insight on which brands had the biggest increase in social Web presence and which brands are seeing their gains sustained. 

•    The top point gainers from Super Bowl XLIII were Denny's, adding more than 90 points for an SMI score of 116; Pepsi, which added more than 75 points for a score of 263; and Disney with a 65 point gain for an SMI of 679. Hulu and NBC each added more than 50 points for SMIs of 201 and 255 respectively.

•    Brands with huge percentage gains include Cash4Gold, which spiked nearly 1400% netting in an SMI of 19.4 and ETrade, increasing over 600% netting in an SMI of 42.5. Cash4Gold, which was a relative unknown before the Super Bowl, now commands attention and traction.

Denny's won the big game (from a marketing perspective) on two levels: it had huge point gains and it continued to not only sustain its social growth, but also to build on it.

During the Super Bowl, Denny's announced it would be giving away a free Grand Slam breakfast the Tuesday after the game. The offer helped reacquaint consumers with the Denny's brand. On February 1, Denny's had an SMI of 22 and as of February 12 they garnered an SMI of 116.  The score continues to rise, with a 142 as of February 16.

Major media event marketing brings social buzz. Buzz campaigns should integrate traditional media buys with brand experiences that facilitate conversations on social networks like Facebook, MySpace, and Twitter. Getting top-of-mind with consumers through Super Bowl advertising has translated into online chatter for participating marketers.  

Vitrue, Inc. is a solutions provider for social media marketing. All Vitrue solutions can be customized to utilize consumer-generated video, photo, text, art, or audio. Vitrue uses a patent-pending technology to tally the Social Media Index (SMI) scores, which are based on conversations on popular social media sites such as blogs and social networks. Vitrue SMI is updated daily.

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