Doritos Wins Battle of SB Buzz

From tweets to texts, consumers weighed in on which Super Bowl ads were the best, with Doritos coming out on top in several measures.
The flood of seat-of-the-pants opinions aired via status updates on Facebook and Twitter has changed the traditional Monday morning quarterbacking of Super Bowl ads. More traditional methods like USA Today’s Super Bowl Ad Meter consumer poll have been joined by newer measures based on Web buzz.
Doritos fared the best, nabbing top honors by several measures of buzz in social media. Minneapolis agency Colle + McVoy uses its Twitter tracking tool Squawq to examine Super Bowl chatter. It found Doritos registered 35,000 Tweets during the game about its brand. About two-thirds were sent right after its “House Rules” spot aired.

BrandBowl2010, a joint project between Boston agency Mullen and social monitor Radian6, also crowned Doritos the night’s big winner, based on nearly 100,000 Tweets it examined. Google and Focus on the Family joined the snack brand as the advertisers generating the most talk and positive sentiment. Doritos also generated the highest volume of Tweets, with over 18,000 mentions.
ChaCha, the mobile Q&A service, asked its largely teen user customer base to text in their favorite and least favorite ads. Out of over 1,500 responses, users also tabbed Doritos as their favorite spot and Go Daddy as least favorite. ChaCha said Denny’s recorded the most queries to the service.
Doritos exited the game with the most positive tone online, according to an analysis done by Zeta Interactive. It found the brand got 96 percent positive tone after the game, a 13 percent increase from prior to the Super Bowl. Google, making its first foray into network TV advertising, edged out Doritos in most chatter.
Doritos, which tapped consumer ideas for ads again this year as part of its “Crash the Super Bowl” promotion, aired four spots during the game. “House Rules” features a little boy warning his mom’s date to behave — and leave alone his Doritos. “Casket” shows a man who arranged to be buried alive with Doritos. In “Snack Attack Samurai,” a man defends his snack food by using a Doritos chip as a Chinese throwing star. “Underdog” shows a canine turning the tables on his owner.
The results contrast somewhat with USA Today’s ranking, which named Snickers the night’s big winner with its spot featuring Betty White and Abe Vigoda playing football. USA Today ranked Doritos No. 2.
The big losers of the night: Dockers’ “I Wear No Pants,” according to Zeta, and Budweiser’s spot for Select 55 was worst in BrandBowl. Mullen is offering Anheuser-Busch free creative for next year’s Super Bowl spot.
YouTube’s Ad Blitz is one major Web measurement still to be tallied.