Holmes Report 27 Feb 2012 // 12:00AM GMT
Doritos, which in previous years has used its Superbowl advertising to engage with consumers and provide user-generated content, once again produced the most engaging commercial during this year’s showcase game.
A study conducted by public relations measurement specialist Echo Research found that the snack company’s “Sling Baby” commercial led the pack in two of four metrics—overall rating and likelihood to discuss after the game—and came in second in the remaining metrics: likelihood to purchase and impact on company image.
Echo conducted an analysis of consumer reaction to Super Bowl commercials, combining real-time survey research during the game with an analysis of online conversation before, during, and after the game, to obtain a comprehensive picture of consumer opinion.
“Every day, more and more consumers engage with each other through a variety of social media channels,” says Dan Soulas, managing director of Echo Research’s North American operation. “Companies are embracing this and, in fact, many are now using their marketing efforts to ask consumers to engage with them. As this trend continues, it is important for companies to understand how their communications motivate their target market in combination with the ability to monitor the online conversations around their brands.”
One-thousand pre-recruited consumers were surveyed by Echo throughout the game, enabling real-time engagement with the audience, with reaction to commercials captured immediately after they aired. On average, 200 consumers evaluated each of the 19 randomly selected commercials on four key metrics.
Coca-Cola’s “The Catch” came top in terms of likelihood to purchase, ahead of the Doritos commercial and Samsung’s “Thing Called Love.” Volkswagen’s “Dog Strikes Back” had the greatest positive impact on the brand’s image, ahead of the Doritos and Coca-Cola spots. In terms of overall rating, Doritos, Honda’s “Matthew’s Day Out,” and the Bud Light “Rescue Dog” ad were tops.
When it came to engagement, the Doritos ad beat out the Bud Light, Honda, Volkswagen and Coca-Cola spots. Oddly, the Chrysler ad that generated so much political controversy for its supposedly pro-bailout, pro-Obama message, was not among the most likely to stimulate discussion.
Echo’s monitoring of online discussion around Super Bowl advertising confirmed Doritos’ domination of the competition. While Honda’s spoof of Ferris Bueller’s Day Off, with Matthew Broderick, managed to generate significant pre-game buzz due to its early release on YouTube, on game day Doritos pulled ahead.
Conversation around Doritos’ Super Bowl campaign was also more positive than any of the other brands analyzed.