Metrics are sexy.
The key is knowing how to present them and make them experiential. How do you do this?
Here's a hint: Not with a pie chart.
Metrics have never been able to compete with advertising because of the mediums involved. How can you compare James Cameron's Avatar to the sales numbers of orange juice for the third quarter?
The answer: You actually can. It's just the way in which you present and house the information. After all, didn't Avatar start out as raw data? It was only when it was refined and organized that it became the visceral experience it is today.
It's with this precise mindset that we (Mullen) approached Radian6 with our cool premise:
What if we could leverage the collective power of social media to engage with the biggest media event of the year?
The idea that Mullen presented was Brand Bowl.
What is Brand Bowl?
It’s a one-page site that will let you tweet about the spots and at the same time view real-time reactions to the ads from the entire Twittersphere. Think Tweetchat on steroids.
Brandbowl2010.com will let you do all of the following:
- Tweet directly from the page so you can praise or criticise the ads
- Follow the tweets of everyone else who is using the hashtag #brandbowl
- View a composite ranking of the brands (not the individual ads) running on the game
- Get a breakout of the volume of chatter as well as sentiment for each brand
- Explore word clouds to show you what people are saying
This will be a robust experience, telling you what brands are getting the most buzz, what people are saying, and how they stack up against each other. The best part? We'll be able to give you the overall winner of the commercial battle in real-time. No need to wait for the results the next morning.
And on Monday, we’ll have some pretty comprehensive results to share with the world: top ranked, most talked about, most favorited, and least liked spots on the game. Along with more analytics and metrics.
The whole experience should be sexy, fun and actually serve a utility.
So, we’re hoping that you, your friends and family, and all your Twitter followers will join us.
If you’re so inclined, please do the following:
1. Check out http://www.brandbowl2010.com starting next week
2. Tweet about it to your followers (use #brandbowl)
3. Log on during the game and post comments from the site (it will automatically include the hashtag #brandbowl which will make sure your comments appear on the site
4. Feel free to send this email or this attached photo and call outs of what the site looks like to friends, clients, etc.
5. Post this on your Facebook page.
We are hoping to create a fun experience, generate some buzz and show off a bit. After all we are living, inventing and creating in these new media spaces, why can't we have some fun?
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tagged as Advertising, avatar, brand, brand bowl winner, brandbowl, communication, communication design, cooler, experiential, fun marketing, graphic design, Marketing, metrics, mullen, mullenunbound, orange juice, pie chart, radian6, sexy, super bowl advertisement winners, super bowl commercials, tweet, twitter, world wide web
{ 8 comments… read them below or add one }
Seems like an interesting idea. I'd be curious to know how easily the brands themselves can impact the voting, or — if this gets as much national buzz as it could — whether brands will start “pre-gaming” for such an event in the future.
Welcome to the Super Bowl of Perception!
Interesting thought Justin. We will have certain safeguards in place to ensure that no “absolutely obvious” gaming will be taking place, but I'm not sure if savvy brands could circumvent this.
I'll raise the issue for sure…but we're basically just excited to plug it in and see it work
.
Such chicanery probably isn't worth worrying about until the campaign reaches a critical mass of relevance worth protecting. In which case, as my former boss would say, “That's a good problem.”
This is going to be awesome. Great stuff!
Seems like an interesting idea. I'd be curious to know how easily the brands themselves can impact the voting, or — if this gets as much national buzz as it could — whether brands will start “pre-gaming” for such an event in the future.
Welcome to the Super Bowl of Perception!
Interesting thought Justin. We will have certain safeguards in place to ensure that no “absolutely obvious” gaming will be taking place, but I'm not sure if savvy brands could circumvent this.
I'll raise the issue for sure…but we're basically just excited to plug it in and see it work
.
Such chicanery probably isn't worth worrying about until the campaign reaches a critical mass of relevance worth protecting. In which case, as my former boss would say, “That's a good problem.”
This is going to be awesome. Great stuff!
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