Boston.com and Mullen Host Online Social Media "Party" to Monitor
High Profile TV Ads
BOSTON, Jan 31, 2012 (BUSINESS WIRE) --Super Bowl XLVI is less than one week away, and while many are focused
on the outcome of the game, many Americans are just as interested in the
high-profile TV commercials. Boston.com
together have launched Brand
Bowl 2012, a social media event using Salesforce Radian6 to analyze
the Twitter commentary and rate the most popular and disastrous Super
Bowl TV commercials.
Realizing how social media has changed the way fans enjoy the game,
Mullen launched the original Brand
Bowl four years ago. Boston.com, one of the nation's largest
regional news portals, began hosting the information on their site last
year. The virtual event at BrandBowl2012.com features an
up-to-the-minute stream of Tweets about Super Bowl commercials to
determine which brands are the most and least effective. Last year, over
300,000 Tweets were counted to determine the winner of Brand Bowl 2011.
Chrysler finished number one and Cars.com finished at the bottom in last
year's rankings. The brands are ranked based on volume (who has the
most/least chatter) and sentiment (who has the most/least positive and
"We're excited to host Brand Bowl again this year with Mullen, and it
gives us yet another opportunity to provide our readers with the
interactive experience that they've come to expect from Boston.com,"
said Ron Agrella, editor of Boston.com. "We aim to not just provide
content, but to engage our readers in the public conversation,
especially surrounding a significant event like the Super Bowl."
New features this year include:
"Head-to-head" statistical breakdowns between brands
A "featured tweet" section that highlights funny and insightful tweets
Geolocation and gender specific data about tweets
A streamlined Brand Bowl mobile experience so users can more easily
see the live rankings and Tweet their votes
"Advertising is social, and given that Twitter's active user base
continues to grow and that armchair advertising critics are an expanding
population in social media, we expect to get some outstanding data this
year," said Edward Boches, chief innovation officer at Mullen. "The most
savvy brands are recognizing the power of social media and are releasing
their commercials before the Super Bowl to build the buzz online, and
orchestrating elaborate social media campaigns to maximize the impact of
their multi-million dollar investments."
Participation in Brand Bowl is easy. During the game, users can
reference a specific commercial or simply include the hashtag #brandbowl
in their Tweets to voice their opinions. The Tweets will be streamed
live on Boston.com and a new mobile-friendly version of the Brand Bowl
site during the game.
The single page feature also includes videos of the commercials and lets
readers share Tweets, post images, follow conversations and see what
other Super Bowl commercial fans are saying - good or bad - about their
favorite ads. Post-game, the winners and losers are ranked in these
categories: top scores (a combination of volume and popularity), most
popular, most volume, and least effective.
Bowl pre-game site is live and a fully-functional version of the
site goes live on February 5 at the same address.
Boston.com is one of the most visited regional portals in the U.S
and is wholly owned by The New York Times Company, a leading global
multimedia and information company with 2010 revenues of $2.4 billion,
includes The New York Times, the International Herald Tribune, The
Boston Globe, NYTimes.com,
and related properties. The Company's core purpose is to enhance society
by creating, collecting and distributing high-quality news, information
is a leading, Ad Age A-List advertising agency, named the fourth
most innovative marketing company in America by Fast Company.
Mullen is a wholly-owned subsidiary of the Interpublic Group of
Companies (NYSE: IPG).
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50151995&lang=en
Diane McNulty, 617-929-3339
David Swaebe, 978-473-6644