According to the 63,000+ Twitter users whose comments were captured in BrandBowl2010, Doritos was the most effective brand to advertise on the Super Bowl telecast on CBS this year. Budweiser Select55 was the least effective brand.
Mullen, and Radian6, a leader in social media measurement, created BrandBowl2010,
a Twitter/Super Bowl experience that combined tweeting, ad reviews and
a host of metrics to let viewers generate and view real time ratings of
the TV commercials that ran on the big game.
The results were determined from a total of 98,656 Tweets collected
at BrandBowl2010. The site provided an overall ranking of the brands
advertising on the game based on a composite score that takes into
consideration both volume of tweets and sentiment (positive or
When all was said and done, the top three brands were Doritos, Google and Focus on the Family.
Doritos won the title by virtue of dominating the sheer volume of
tweets. That was enough to keep them ahead of Google, which had a
higher percentage of positive tweets.
The most popular brands at the BrandBowl were McDonald’s and Dr. Pepper.
Interestingly, neither of these brands had the sheer number of tweets
to break into BrandBowl’s top ten—but the tweets about these brands
were overwhelmingly positive.
Again, the top three brands were Doritos, Google and Focus on the
Family. These brands gapped the rest of the field in terms of volume of
tweets, which dropped off sharply after the top three.
Free creative for Budweiser Select55
Mullen is offering Budweiser Select55, the last place finisher in BrandBowl2010, free
creative services to make a better Super Bowl commercial next year. The
Select55 spot this year was produced by a St. Louis agency called
Momentum. Mullen has produced four Super Bowl commercials in the past,
including the Monster.com spot When I Grow Up, which many ad critics consider among the best Super Bowl spots of all time.
“Clearly no one wants to come in last place,” said Edward Boches,
chief creative officer at Mullen. “So to ease the pain, we’ve made a
commitment to recommend, for free, to the losing brand, creative ideas
for next year. Perhaps we’ll even crowdsource those ideas, asking the
entire social media community to join us in offering up free
The Top Ten Most Effective Brands on BrandBowl2010
3. Focus On Family
6. Bud Light
The Five Least Effective Brands on BrandBowl2010
1. Budweiser Select55
2. Michelob Ultra
5. Diamond Foods’ – Pop Secret
The success of Brandbowl is due not only to all the people at Mullen
and Radian6 who built it, but to many people in the social media
community who helped promote it: @bbhlabs, @bigspaceship, @rga, @erproulx, @benkunz, @schwartzie14, @stevehall, @kenwheaton, @lvanderpool and dozens of others. That alone is a reminder of the worth of having a social network and a community.
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