NCAA Bowl Games: Brand Sponsors Go head-to-head on the Social Web
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NCAA Bowl Games: Brand Sponsors Go Head-to-Head on the Social Web Presented by Scott Briggs Alterian Hot Topic
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http://bit.ly/ALT-Slides Once again it is NCAA college football bowl season and the competition for the coveted title of the best college team in the nation persists. Though the debate about whether the winner of the National Campionship Game is truely the best in the nation will continue every year, Alterian wanted an undisputed champion and decided to measure which brands received the most buzz as a result of their bowl sponsorship. This year Tostitos had the advantage of sponsoring two bowl games including the national championship, but will it be enough to take down the likes of such powerhouse brands as Allstate, Discover, VIZIO, AT&T, GoDaddy, Capital One, Outback, Hyundai, Chick-Fil-A, Little Caesars, Sheraton, Autozone and Meineke? Join us as we take a peek into the online dialogue about some of the biggest brands sponsoring the Bowl Championship Series.
Transcript of NCAA Bowl Games: Brand Sponsors Go head-to-head on the Social Web
NCAA Bowl Games: Brand Sponsors
Go Head-to-Head on the Social Web
Presented by Scott Briggs
Alterian Hot Topic
NCAA Bowl Games Monitored:
Search Setup In Alterian SM2
Topic Focus: NCAA Bowl Game Brand Sponsorships Two Sets of Searches were run:
• Searches for 5 BCS Bowl Games and 10 Non BCS Bowl Games • Searches for each BCS Bowl Sponsor
Date Range(s): 12/1/2010 – 1/12/2011 Locations / Languages: All Countries & Languages
2010 Daily Volume – All Topics
Analysis
• Total of over 272k social media mentions
• The BCS Championship Bowl is the definitive conversation leader
• BCS Bowls have 4 of the top 5 spots
• Little Caesars Bowl ranks last with barely over 1000 mentions
2010 Daily Volume – All Topics
Analysis
• There’s a large disparity in mentions for BCS vs. Non BCS games
• Over 77% of all mentions were related to the 5 BCS Bowl Games
• The BCS Bowls averaged over 41,000 mentions
• The Non-BCS Bowls averaged 5,988 mentions
Share of Voice Total – All Topics
Analysis • Microblogs
(Twitter &clones) comprise an impressive 47.8%
• Social Networks are a distant second with 28.5% of mentions
• Blogs surprisingly amount to only 1.5%
Analysis • Male social media users dominate the conversation • Users aged 18 to 34 most likely to discuss NCAA Bowl Games
Demographics
Comparative Analysis: TV Viewership
Analysis: • The BCS
Championship Game
was the highest rated
Cable Program ever.
• In total 83 million
people watched the 5
BCS Bowls Games.
• In Social Media we
found over 200,000
conversations about
the BCS
• Reach uses the
popularity scoring in
SM2 to measure the
potential views of each
social mention
• The potential reach of
the social
conversations are very
similar to the
estimated TV audience
Note: TV Viewership figures are from http://tvbythenumbers.zap2it.com
Comparative Analysis: Brand Mention vs Bowl Mention
Analysis: • To examine the BCS Sponsors we first look at how many times the sponsor was mentioned in the BCS
conversations. • In all cases the Sponsors were mentioned infrequently • Tostitos had the highest number of mentions with their Fiesta Bowl sponsorship (8.15%) • Vizio had the fewest mentions, only 1.92% of Rose Bowl conversations mentioned Vizio
Analysis: • We can also evaluate the
sponsorship based on individual Brand conversations
• In this case we ran SM2 searches for each BCS Sponsor to see if the Sponsor saw increased Brand Conversations around the game
• In the case of Tostitos we see significant Brand activity around both sponsorship activities
• On the day of the BCS Championship, Tostitos had 10 times the average number of mentions for the month
Comparative Analysis:
Analysis: • Tostitos benefited from
Brent Musberger’s call during the game of, “This is for all the Tostitos.”
• Brent Musberger’s name was mentioned 317 times in the Tostitos results
• The Musberger line has gone viral for Tostitos
• CNBC has estimated the line was worth $2.5 million in free advertising
Comparative Analysis: “This is for all the Tostitos”
Analysis: • Vizio found success
using the Rose Bowl to launch an ad campaign around its new Tablet Product
• That was followed up with live demonstrations at the Consumer Electronics Show the following week.
• This is a good example of a coordinated marketing campaign
Comparative Analysis:
Analysis: • Allstate received almost
3 times the average number of daily mentions on the day of the Allstate Sugar Bowl
• The number of mentions for the Sugar Bowl was very similar to the number of mentions on the day that it was announced Allstate was suing Bank of America (12/28/2010)
• A large brand like Allstate has many news events. Social Media can give us a measurement technique to evaluate the impact of different events to the brand
Comparative Analysis:
Analysis: • Similar to Allstate a
large brand like Discover Card sees less of an impact from one event
• On the day of the Orange Bowl Discover Card’s mentions were inline with the daily average for the month
• Discover Card did receive positive sentiment for a complimentary hospitability event at the game for all Discover Card holders
Comparative Analysis:
THANK YOU!
Please contact us with any questions:
Scott Briggs: [email protected]
Kyle Henderick: [email protected]
Ivy Shtereva: [email protected]
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