Welcome to Social Bowl II. Yes, using Roman Numerals is pretentious, especially when you are at ‘II’. But that’s fine; the Super Bowl itself and the hype surrounding it can be pretentious.
Super Bowl ads, on the other hand, are not. “Brands put it all on the playing field,” says McKinney Chief Innovation Officer Jim Russell. “They overachieve and sometimes overreach. And for good reason – by advertising in the Super Bowl, a brand gets the largest U.S. viewership possible, and it also gets something more valuable — a public that is actively interested in advertising! If ever there was an opportunity to position a brand in our American culture, this is it.”
But does advertising in the Super Bowl usually net a spectacular ROI? What are the best practices that drive ephemeral buzz and, more importantly, lasting returns? We founded Social Bowl to answer these deeper efforts.
This year, McKinney has teamed up with The Variable, a data-driven insight and brand innovation lab. The Variable has invited a quantifiable method for determining the effectiveness of Super Bowl advertising—a method that has been battle tested through analysis of the 2012 Summer Olympics and world-wide sentiment surrounding the upcoming World Cup. This year, we will be using The Variable’s tool kit, to learn which marketers’ big game efforts are contributing the most value to their brand.
Notice the present tense of that last sentence. While others completed their measuring on Super Bowl Sunday, we’re going long—all the way up to February 25 when we’ll crown whose brand got the most out of their Super Bowl investment. Here’s how it will work:
Following the Big Game, we’re measuring efforts based on an Evaluation Score. If an ad is effective, a company’s product or service will be considered more actively in the following weeks. If the Evaluation Score doesn’t increase then the message, while potentially entertaining, didn’t get consumers to move closer to the moment of purchase. Evaluation Score is the measure of influence your brand has in affecting evaluative search queries within a category.
Ultimately, a winner will be crowned based on a Brand Energy score. Brand Energy uses quantum mechanics to determine the absolute value of a brand. Simply put, if consumer perception of a brand improves (due to a successful Big Game ad), the brand becomes more valuable. Brand Energy is an absolute measure of a brand’s value as derived from quantitative analysis. A derivation of Einstein’s Theory of Relativity, it translates the physical energy of a brand in space into the true value of brand in the marketplace.
So don’t put those nachos away just yet. There’s still more to celebrate.
This year, McKinney has teamed with the Variable, a data-driven insight and brand innovation lab. The Variable has invented a quantifiable method for determining the effectiveness of Super Bowl advertising – a method that has been battle tested through analysis of the 2012 Summer Olympics and world-wide sentiment surrounding the upcoming World Cup. This year, we will be using The Variable’s tool kit, to learn which marketers’ big game efforts are contributing the most value to their brand.
Most of all, we’ll get to scratch our itch for understanding what it takes for brands to create talked about work. And for that we are excited and grateful. Please drop us a line if there is anything you would like us to investigate.