Super Bowl Pre-Game Ad Buzz Picks Up; Snickers, Skittles, Mr. Clean Leading the Way

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Todd Grossman on Using Social Data Intelligence To Improve Your Brand and Content MarketingBy Todd Grossman, CEO Americas, Talkwalker

With the big game just days away, the teams are focusing on their game plans and the advertisers are doing the same. Although a Super Bowl ad is a yearly tradition for some companies, others save their entire ad budgets for the exposure.

Over the past 30 days, there have been more than 75,000 social posts related to Super Bowl Advertising, but 40,000 of those have been posted just in the past seven days, according to international social media analytics firm Talkwalker.

So, who’s leading the way in pre-game Super Bowl ad hype? Over the past seven days, Snickers has been mentioned in relation to the Super Bowl 5,046 times, while Skittles comes in second at 4,444 and Mr. Clean third with 4,278.

Snickers is debuting what it is calling the first live Super Bowl commercial ever and the buzz around it has included more than 1.4 million YouTube views of the teaser.

In its Super Bowl ad debut, Mr. Clean has gotten a lot of buzz with its new take on cleaning, with this USA Today Post claiming “Mr. Clean Gets a Little Dirty in New Ad” and garnering more than 28,000 likes.

One company that has received a lot of attention is Heinz – for choosing to not advertise in this year’s big game, but instead investing that $5 million plus that it would have spent on an ad in giving its employees the day off the Monday after the Super Bowl, using the hashtag #smunday, a campaign to make Super Bowl Monday a national holiday. Heinz may be on to something, as Super Bowl Monday as a national holiday sounds like a good idea to many Americans and the hashtag has caught on with more than 2,800 social posts in the past seven days.

With multiple ads for multiple brands, Anheuser Busch is getting a lot of mentions – but is still only in fifth place among brands mentioned. But this trailer for its ad for Budweiser, racked up 23,000 Facebook views.

In the last 24 hours, no company has been mentioned more than Skittles, with more than 3,000 posts in just the past day, featuring former Seattle Seahawks star Marshawn Lynch taking the candy to Houston, Scotland.

Among the top hashtags trending over the past week, Skittles’ #TasteTheRainbow has realized an increase of more than 4,000 percent in the past week, while Intel’s #ExperienceMore has jumped 143 percent.

Trending brands related to the Super Bowl include Mr. Clean, up 931 percent in the past week, Ford Motor Company up 274 percent and Super Bowl participant The New England Patriots, up 256 percent.

 

About the Author: Todd Grossman (@toddmgrossman) is CEO Americas at Talkwalker. He is a senior executive with proven expertise in measurement, analytics, public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR Newswire’s broadcast and multimedia division, Multivu

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