With Super Bowl XLVII less than a week away, many brands have already begun their big game marketing campaigns with teaser content on social media to generate pre-game buzz.
Let’s take a look at which brands are getting the most mentions across social media in conjunction with Super Bowl conversations over the past seven days (January 22 – 28) across all social media platforms.
Mercedes-Benz is the leader by a large margin in terms of pre-game mentions. The automaker has drawn plenty of attention by launching its Super Bowl spot early via YouTube. The spot features popular model Kate Upton “washing” the new Mercedes CLA and has already attracted over 5 million views since launching on January 21. Part of the conversation has been around the perceived raciness of the ad. The ad then tells viewers to visit the Mercedes Facebook page and website for more details.
Leaping to second place is Research in Motion (RIM), on the strength of the announcement of their first Super Bowl ad to promote the BlackBerry 10. RIM’s 8,600 mentions have all come almost entirely in the past three days. Social media users appear to be excited by the Super Bowl debut of one of the top mobile device makers in the world.
Super Bowl-regular Coca-Cola is hot on RIM’s heels for a third place finish. Social media has played a big role in spurring the Coke conversation as the soft drink maker released a YouTube teaser video on its Facebook page last week promoting their “Coke Chase” campaign. The 30 second YouTube teaser will be followed a 60 second version during the game itself and asks views to go cokechase.com in order vote on which of three teams (Cowboys, Badlanders, and Showgirls) will win and be featured in a post-game ad of their own.
Volkswagen sits fourth in the pre-Super Bowl conversation. The German automaker launched its ad early via social media. CNN’s Soledad O’Brien noted that the use of a Jamaican accent by a Caucasian gentleman had potential to ruffle feathers, however, we saw that VW has attracted 94% positive sentiment amongst Super Bowl conversations.
Anheuser Busch is another Super Bowl regular and they round out the top five brands with buzz on the strength of the Bud Light name. While the brewmeister will feature ads for lesser known labels such as Black Crown and Beck’s Sapphire, Bud Light drives the lion’s share of Anheuser Busch mentions on social media. The brand also dropped a YouTube teaser featuring a Bud Light hashtag, #herewego. As well, they’ve launched a contest on Facebook to find a “Bud Light Hotel” Facebook Correspondent to work with their 200 room Bud Light Hotel in New Orleans. The brand will also be using their Twitter account for promotional purposes (unlike last year) now that Twitter’s age gate for fans over 21 launched.