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Mastermind Super Bowl XLV Social Impact™ Study Spotlights Most Effective Use of Social Media | Business

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Mastermind Super Bowl XLV Social Impact™ Study Spotlights Most Effective Use of Social Media
Mastermind Super Bowl XLV Social Impact™ Study Spotlights Most Effective Use of Social Media

A new Social Impact™ study from Mastermind, a leading social, mobile and digital agency, is examining the sentiment and volume for all brands marketing and advertising around Super Bowl XLV (Feb. 6, 2011 on Fox).  Following the Super Bowl, the report will analyze which brands got the most boost, and which turned a short-term social media spike into a longer lasting conversation.

“Leading up to the game, Visa, Doritos and Bud Lite are generating the strongest online conversations,” says Joe Schab, president of Mastermind.  “But is advertising during the Super Bowl a good investment? Our Social Impact Study will monitor and analyze the short and long term effectiveness of Super Bowl advertising and promotion, measured by the sentiment and volume of the social media conversation.”

Mastermind’s pre-game research shows:

  • A jump in the last month around Super Bowl Brands and Super Bowl commercials, with more than 1.34 million online mentions.
  • Bud Light, Doritos/PepsiMax and Visa are putting extra emphasis on social this year. 
  • Bud Light created the “Unlock the Spot” contest to entice users to guess the commercial themes based on stills posted on Facebook.  More than 964,000 people “Like” the brand’s  Facebook page.
  • Doritos/Pepsi Max is also using Facebook, with a promotion that allows fans to choose their favorite ads.  More than 1.5 million people “like” the page.
  • Visa is using Twitter, with its @VisaNFL address.  About 2300 people are following.
  • Two brands, Party City and Rooms to Go, are not “official” Super Bowl advertisers, but are using the phrase “Big Game” to connect with customers without having to pay high Super Bowl ad rates.

Mastermind’s post-game study will:

  • Determine who has the most impactful campaigns based off on overall “buzz.”
  • Determine campaign efficacy by comparing brands that pay large amounts for commercial airtime vs. brands that are mostly digital or viral campaigns.
  • Look at advertisers that integrate social media with promotions and paid ads to determine which will make the largest impact: viral, paid, or a combination of both with a promotional aspect

Mastermind has benchmarked the social media conversation of brands before the Super Bowl, and will compare that with the day after the game, one week and one month after the game.

Mastermind is one of the nation’s leading social, mobile, digital and promotion agencies. The agency brings the most innovative techniques to bear for its clients.  Today, through its proprietary “Involvement Marketing” platform, the agency is using social, mobile, digital and promotion to mobilize, motivate and activate client campaigns.  Mastermind programs increase acquisition, sales, cross-sell, retention, loyalty, and customer satisfaction, resulting in higher ROI.