John Taschek of Salesforce.com cued up quite a touchdown for us this weekend on SFDC’s CloudBlog. He wrote a brilliant post about “The Real-Time Brand” which featured a Steelers vs. Packers Brand Passion Index and comparison of high tech giants like Facebook and Twitter.
And that’s when NetBase’s own #brandbowl took off. As soon as John’s post went live, another well followed social media guru (and #11for11 webinar speaker) Jason Falls, of Social Media Explorer, tweeted a suggestion to re-run the Steelers vs. Packers BPI after the game, as the confetti settled and the Black Eyed Peas turned off their many blinking lights.
As John had shown prior to the Super Bowl, Packers fans were less passionate but more likely to express like or love for the longtime NFL brand, while Steelers conversations were much more passionately hateful. Following the Packers’ victory, the passion increased by celebratory fans and sore losers alike, saying things like, “I love watching the packers destroy steelers like this.”
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.
Interesting to note, there was more dislike/hate expressed for the Packers after the game (surely by bitter Steelers fans). Why were the haters louder than lovers? Ben Roethlisberger may be to blame. Here’s what the die-hard football fans had to say (while the rest of us debated the commercials):
“I don’t like the Steelers since I am a Browns fan but I hate them because of Big Ben”
“I hate the Packers, but damn they are playing fantastic.”
And while I hate to play Monday morning quarterback, I couldn’t help myself. The NetBase crew shared varying opinions on the best Super Bowl ads: our male cohorts loved Joan’s “GoDaddy” fountain-of-youth makeover – surprise, surprise – while I had a wave of nostalgia and got all choked up watching grandpa come back for a visit courtesy of Doritos (not unlike our early findings with Listerine).
So while we’re in the midst of our #brandbowl BPI flurry, we decided to look at commercials. Turns out, our instincts were right on: Doritos had the most chatter, while GoDaddy had the most passionate love. The Volkswagen “The Force” commercial was another favorite that showed up in Twitter streams, but according to our data, it generated passion but polarized lower on the love/hate scale.
Did Groupon really fumble? Not according to our data, which shows the M&A darling came out of Super Bowl XLV unscathed, despite early headlines like “Groupon’s Tibet-themed Superbowl ad causes a stir in China” from the Wall Street Journal.
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.
Both the Chrysler 200 and Volkwswagen commercials had a polarizing effect; in some cases people praised the ad but still expressed dislike for the brand. Here’s a sampling of multi-layered reactions:
“Vader VW commercial is outstanding.”
“I hate VW, but that was the best car commercial ever!!”
We’re excited to show you the other creative BPI suggestions that John has come up with for the CloudBlog. And stay tuned for the Valentine’s Day Champagne BPI coming later this week. Cheers!
Lisa Joy Rosner
The Brand Passion Index, other cool ConsumerBase insights, and thoughts on understanding the social media universe from Lisa Joy Rosner, NetBase CMO.
