Creativity and The Super Bowl

Fri, Feb 4, 2011

Bruce DeBoer, Editorials

www.twerribletowel.com

Local (to me) Advertising Agency – McKinney – gave 10% of Ben Eckerson’s creative time to the Steelers – long time target of his football affections.

McKinney asks each of their 230 employees to invest 10% of their time to non-client related creativity. (Typically agency creatives work plenty of salaried overtime so I’m not sure to what 10% they refer – regardless – it’s pretty cool a la Google.)

The site is a clever use of social media, twittering Steeler fans and the Terrible Towel tradition.

http://brandbowl2011.com/

Mullen Advertising’s Brand Bowl is back for 2011. Brand Bowl is a fun way for Twitter followers to gauge public reaction to Superbowl TV Advertising Spots. Check out their blog post here: Creativity Unbound

Via Brand Bowl Website:

HOW THE HECK DOES IT WORK?

First we tally—using many, many selected keywords—the total number of tweets about a brand.

Second, we look at the opinions stated in those tweets to calculate a “net sentiment” score. The purpose of this score is to measure whether the overall public reaction to a brand is positive or negative. The net sentiment score is defined by the formula:

(Positive tweets + Neutral tweets – Negative tweets)/ Total brand tweets.

Finally, to rank the brands, we calculate a “brand bowl score,” in which we divide by the total tweets for all brands:

(Positive tweets + Neutral tweets – Negative tweets)/ Total tweets for all brands

All three of these figures—the brand bowl score, the net sentiment score, and the total number of tweets about the brand—are displayed alongside the appropriate brand on the scoreboard. You true marketing nerds (it’s okay, you’re among friends) can click on any brand for even more in-depth details. Hot diggity!

It is important to note that we are measuring the response to brands. We are not measuring the response to any single ad. So a brand with one advertisement is properly weighted against a brand with five advertisements.

Mullen, Radian6 and the Boston Globe partnered to put on Brand Bowl 2011. We hope you find it engaging and fun, and we welcome any feedback you might have. We also welcome gifts of beer or pickles. But we’ll settle for feedback. Please post your comments at mullen.com

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