Doritos wins the 2012 BrandBowl: Did pregame buzz help?

The New York Giants didn’t need to slingshot any babies or cover up the whereabouts of a cat to earn their thrilling Super Bowl victory. (That down-to-the-last-second fourth quarter was crazy enough as is.) But that strategy certainly worked for Doritos as commercials featuring those very scenarios helped them win the 2012 BrandBowl.

For the second year in a row, Doritos had the most-talked-about ads on Twitter. Doritos Super Bowl commercials generated 48,687 tweets, which was up from 34,063 tweets last year. Even sentiment was up significantly from last year when Doritos earned just a plus-6 percent Sentiment Rating — which differentiates between positive and negative tweets. This year, they received a solid plus-29 percent. Still, there was something America loved even more than cat murder and child endangerment… M&Ms! According to MarketWatch.com, the candy, which introduced their new brown M&M earned plus-41 percent positive feedback on Twitter. (Unsurprisingly, GoDaddy.com was the least liked of the evening with minus-10 percent Sentiment.)

H&M couldn’t quite come up with a victory, but David Beckham’s briefs certainly got them noticed. They placed second overall with 43,536 tweets and a plus-14 percent  Sentiment from viewers. (That said, they had a helluva strategy, didn’t they?) The bare Beckham was far from a bust, though. According to television analysts Bluefin Labs, the spot made over 190,000  media comments were made, controversial or otherwise, about the underwear ad. Meanwhile,  a more dressed-up Chrysler, Pepsi, and Chevrolet rounded out the top 5 of the top BrandBowl scorers.

So how much did the controversial pregame airings or buzz-building of the Super Bowl commercials help or hurt advertisers? BrandBowl winners Doritos wisely used their consumer-generated “Crash the Super Bowl” campaign again, but it turned out it was Super Bowl newcomer Dannon who really benefited the most from their pregame strategy. According to Reuters, the yogurt company had “the largest Impact Media Value percentage increase over the last two weeks” thanks to the chatter they created when they announced John Stamos would be appearing in the spot for their Oikos Greek Yogurt.

On the other hand, Honda’s Ferris Bueller-inspired commercial, which became available online last week (Jason Sperling, the executive vice president at RPA, the ad firm that made the ad, told EW, “We wanted to get it out there and start the hype”) finished third overall, behind Samsung and Coca-Cola in the greatest impact Media Value gains by pure dollars per day. ($4,869,341 for Honda’s Matthew Broderick vehicle.) Then again, is anyone really talking about that ad this morning? It’s fair to assume most Super Bowl parties were split by people who had already seen it, and those who hadn’t and waited to see what all the fuss was about. While the plan to air their commercials before the Super Bowl wasn’t a total miss for all advertisers, that strategy certainly indirectly benefited the likes of Dannon, Doritos, and H&M, who used the element of surprise to generate commercial buzz.

Do you think the preemptive release of some Super Bowl commercials helped most advertisers in the long run? Or was it just the better spots that prevailed as winners? Had you already watched most of them online before the game began? Did it hinder your enjoyment of the Super Bowl at all? Share in the comments section below, PopWatchers.

Read more:
Super Bowl 2012: Best and Worst Commercials
Super Bowl commercials 2012: Your complete guide
Super Bowl ads: Should they air before the Super Bowl?

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