Every year, companies question if advertising on the Super Bowl is worth the $4.5 million it cost in 2015. A brief article in Ad Age highlighted the winners based on purchase consideration boost, word-of-mouth boost, growth in Facebook fans, and growth in Twitter Followers. This blog post examines the fourth category – growth in Twitter followers.

Growth in Twitter followers

  • McDonald’s – In addition to an increase in word-of-mouth buzz of 48%, McDonald’s added 16,000 Twitter followers.
  • Victoria’s Secret – In addition to word-of-mouth increase of 54%, Victoria’s Secret added 21,400 Twitter followers.
  • Microsoft – added 12,000 Twitter followers with the brand’s Super Bowl appearance.

Discussion Questions:

  1. Which of the first three Super Bowls ads did you like the best? Why?
  2. What was your impression of Microsoft’s Super Bowl ad?
  3. How important is it for brands to add Twitter followers with Super Bowl ads? Why?
  4. Of all of the Super Bowl ads, why did these three ads result in large increases in Twitter followers?
  5. Budweiser, Coca-Cola, and Weight Watchers were the winners in adding Facebook fans. Which is better for a brand, adding Facebook fans or Twitter followers? Justify your answer.
  6. Adding Twitter followers is just the first step. Now what must each of the brands do to maintain the interest of these fans following the Super Bowl ad? Be specific.

Here is an image of the Ad Age article from February 9, 2015.

AdAgeSuperBowlFeb915

About Dr. Ken Clow

Co-author of textbook.

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