Last night’s Super Bowl had Twitter buzzing for hours – with tweets largely commenting on the commercials and the half-time show. In the spirit of commercialism, social media monitoring firm Radian6 and advertising agency Mullen hosted the Brand Bowl alongside the Super Bowl. The Brand Bowl examined tweets related to all of those coveted commercials that ran during Super Bowl XLV, determining the favorite commercial of the very vocal Twittersphere.
Brand Bowl 2011 counted the number of tweets pertaining to a brand during the Super Bowl, and included sentiment analysis to see whether these tweets were positive or negative towards that brand.
With over 2,500 tweets and a high sentiment score of +16, the winner of last night’s Brand Bowl is Volkswagen with their family-friendly Star Wars-themed commercial called “The Force“. This commercial was leaked onto YouTube a few days before the Super Bowl, and was generating its own buzz before the big day, with over 12 million views.
Chrysler is in a close second place, but at the game’s end it was first – it’s Detroit spot was a huge hit with Super Bowl fans.
Also in the top five was Groupon, whose commercial was talked about a lot on Twitter, but not in a good way. According to Brand Bowl, Twitter discussions of Groupon “Tibet” commercial were largely negative, giving the brand a -5.6 sentiment analysis when all was said and done.
It’s also interesting to compare the real-time Twitter chatter about brands during the Super Bowl with the pre-chatter. According to the infographic picked up by Mashable, Volkswagen was the most anticipated commercial, followed by Audi and Groupon.