Cringed at the sight (and sound) of Bar Rafaeli making out with that dorky looking tech dude with glasses and curly hair? You clearly were not alone. According to an infographic fresh off the presses, GoDaddy had the least positive sentiment toward its Super Bowl ad last night – with only 14 percent of viewers who found the commercial somewhat entertaining.
The data provided by New York-based digital agency Whispr Group revealed some interesting numbers of how Sunday night game’s ads affected its social media viewers. Although GoDaddy had an unfavorable rating toward its commercial, it received the most buzz on Twitter at 43 percent more than the heartwarming Budweiser ad that gave its ode to a man and his horse. Garnering approximately 290,000 tweets, GoDaddy stacked up nearly four times more tweets than Oreo – which added a last-minute promo online with its dunk in the dark ad after the Super Bowl blackout occurred.
On the other hand, tweeters apparently quite enjoyed Tide’s Joe Montana miracle stain ad as it takes the top spot of positive sentiments at 86 percent. Lucky for Tide, the ad proved to be a good investment; Tide reportedly spent $3.8 million on its commercial while companies like GoDaddy, Doritos, Coca-Cola, Taco Bell, and Audi spent $7.6 million each. Calvin Klein also got a good bang for its buck with its $3.8 million investment in a commercial that featured a ripped model in CK undies – an ad that probably sat well with female viewers awaiting Beyoncé’s halftime show performance.
Turning to social media is obviously a hot new way to engage and make new fans, but it’s important for brands to do it right if they want positive feedback. Another study by MBA-in-Marketing proved that offering limited promotions, viral videos, and feel-good campaigns sat fairly well with consumers. A prime example of this is Dollar Shave Club’s “Our Blades Are F*cking Great” YouTube ad, reaching 8.9 million views and counting. McDonald’s, on the other hand, failed big time when it prompted customers to share their #McDStories only to end up with anecdotes about how terrible its fast food dining experiences are. American Apparel also upset quite a few when it offered a 20 percent off coupon in case anyone was “bored” for the next 36 hours of the impending Hurricane Sandy, which killed more than 130 people and left billions of dollars in damage.
Basically, when it comes to successful advertisements that fare well with social media followers, this much is true: Go viral, be funny, be heartfelt … but remember to also be self-aware and not make fun of natural disasters. See that, American Apparel? Stadium blackout = not natural = Oreo’s relevant ad = silly. Powerful storm that destroyed homes and lives = not a time to promote shopping.
