Pepsi soars to social TV success with help from One Direction and Drew Brees

By Natan Edelsburg 

Our partnership with Bluefin Labs continues. Each week Bluefin shares the most talked about TV commercials with Lost Remote exclusively. This week a similar trend continues that we saw last week. Personalities and celebrity driven commercials continue to define how a brand will gain social success from a TV commercial. This week one brand went for the gold of social media celebs and saw the results.
Pepsi rose to the top of the list this week as a result of their new commercial with boy band sensation one direction and with NFL star Drew Brees. Like last week’s basketball player driven Adidas commercial that rose to the top, this week proves again that when you have influential ingredients, you can make an influential commercial. This isn’t something new to commercials but it’s important to show that for a commercial to be viable today this is what’s needed. Here’s Bluefin’s the chart followed by Bluefin’s analysis.
  • We measured Tweets about commercials from October 11-17. The infographic displays the brands with the most talked-about TV commercials during this week.
  • The top 3 brands with the most tweeted-about commercials were Pepsi (33K), the movie Paranormal Activity 4 (6.6K), and Target (4.8K).
  • Pepsi jumped to the top of the list this week, beating all the other brands by a long shot. The reason? Their new commercial, featuring boy band sensation One Direction and NFL star Drew Brees, started airing in the US.
  • Although the spot only aired a total of 20 times, 70% of Pepsi’s total social TV commentary for the week was about One Direction appearing in the commercial.
  • Target got people Tweeting with a Christmas-themed commercial, which aired a total of 133 times. Many viewers couldn’t believe that a Christmas commercial was airing on TV before Halloween. For example, Taylor Last Tweeted: “I just saw a Christmas commercial for Target. It hasn’t even been Halloween. #seriously #why”
  • Although Red Bull doesn’t appear on this list, they received a lot of buzz in social media this week. Many people commented that footage from Felix Baumgartner’s historical jump from space would make a great commercial for the brand.
  • Anticipatory buzz is building for Brad Pitt’s Chanel No. 5 ad. The commercial has yet to air on US television, but Chanel posted the spot to YouTube, where it’s garnered an impressive 4.1M views since October 15.

Source: Bluefin Labs

The Top 10 Social TV Commercials Chart, powered by Bluefin Labs, ranks brands according to how many Tweets their TV commercials received during one week. The “Week-Over-Week % Change” compares the amount of Tweets from the previous week to the current week listed in the chart. The “# of Earned Impressions” refers to the sum of potential impressions made by Tweets about the brand’s commercials: if someone with 100 followers sends 1 Tweet, then it is counted as making 100 potential impressions.

This analysis is based on Bluefin Labs’ social TV analytics covering the top 600 brands in national markets.