Squawq provides immediate feedback from Twittersphere on America’s discussions about ads, brands and teams
MINNEAPOLIS – The Doritos “House Rules” commercial was the most talked about television advertisement on Twitter during the 2010 Super Bowl, according to Squawq, a Web tool created by ad agency Colle+McVoy that tracks and analyzes conversations on Twitter. The Doritos brand as a whole received more than 35,000 tweets during the game for its ads, but most of these (more than 21,000 tweets) were received immediately after the “House Rules” spot aired, indicating its popularity.
“We’re not sure if the House Rules spot will ultimately win the big prize money in the Doritos Crash The Super Bowl promotion, but they won on Twitter tonight,” said Mike Caguin, executive creative director of Colle+McVoy.
By monitoring and analyzing the volume of chatter on Twitter about advertisements, brands and Super Bowl topics, Squawq provided an immediate snapshot of people’s opinions on game day. It ranked the most talked about brands, advertisements and teams during and right after the game. Results can be found at http://squawq.com/superbowl/.
“We created Squawq last year for our clients to track conversations about their brands and businesses on Twitter,” said Caguin. “Squawq has been extremely useful, fun and easy to use, so we wanted to see what it would reveal during a major television event like the Super Bowl. Never before have we been able to gauge public interest and opinions so quickly.”
According to Squawq, the top ten advertisers that spurred the most Twitter chatter as of 10 pm EST were:
Frito-Lay (Doritos)
Anheuser-Busch (Bud, Bud Light, Select 55)
Coca-Cola
Unilever (Dove)
Audi of America
Focus on the Family
Mars (Snickers)
Google
Levi Straus & Co. (Dockers)
E*Trade
Squawq uncovered other interesting results from its Twitter analysis during the Super bowl, including:
– The Saints won on Twitter too, generating 90 percent more tweets than the Colts, with over 675,000 tweets by game end.
– In a cost per tweet comparison (based on an estimated cost for a 30 second Super Bowl spot vs. number of tweets), Frito Lay (Doritos), Unilever (Dove), Audi of America, Focus on the Family and Google came out on top.
– Twitter chatter about the brands and ads was at its peak in the first quarter and then waned as the game went on, reflecting the anticipation of the game.
How Squawq Works
Squawq (found at squawq.com) is one of the most well-designed and user-friendly Twitter analytics Web tools. For the duration of the Super Bowl, Squawq tracked and analyzed tweet volume, popular keywords, hashtags, and URLs associated with the Super Bowl. For each brand, a search query was constructed that tracked keywords specific to that brand. For instance, for Coca-Cola, all tweets that either contain the word “Coke,” or both the words “Coca” and “Cola” were tracked, as well as key words related to its advertisements. As tweets came in, Squawq compared them against each brand’s search terms and updated the results in the official Super Bowl graph found at www.Squawq.com/superbowl.
About Colle+McVoy
Colle+McVoy (pronounced “Call Mick Voy”) is a Minneapolis-based ad agency nationally recognized for creating game-changing ideas for Aveda, Caribou Coffee, CHS, Discovery Communications, DuPont, ESPN, Erbert & Gerbert’s Subs & Clubs, General Mills, Kiehl’s, Koala Ranch Wine, IBA, Land O’Lakes, Manhattan Toy Company, Minnesota State Lottery, New Holland, Nestlé Purina, Novartis, Propane Education & Research Council, Recreational Boating & Fishing Foundation, Red Wing Shoe Company, Taubman Shopping Centers, Winfield Solutions and Yahoo!. A member of the MDC Partners network, Colle+McVoy is driven by a simple mantra: Make Every Idea Count. For more information, visit www.collemcvoy.com, www.facebook.com/collemcvoy or follow it on Twitter at http://www.twitter.com/collemcvoy.
