Brand Bowl 2012

presented by mullen & radian6

HOW IT WORKS

Brand Bowl 2011 Replay

Those crazy tortilla chips have done it again! Doritos is now a dynasty in the Brand Bowl, winning for the second time in three years with their "Crash The Super Bowl" spots. Meanwhile, M&M's garnered the most positive sentiment with their sexy-dancing candy. Yowza. You can melt in our mouths anytime, pal. Finally, piling up the most negative sentiment was Go Daddy. The people agree: "Go Daddy Go Away." And we're out.

overall winner
- Score: 9
- Tweets: 48,498
- Sentiment: +29%
Chrysler
most loved
- Sentiment: +41%
M&M's
most talked about
- Tweets: 48,811
Doritos

- Score : 9
- Tweets : 48687
- Sentiment : 29%
Doritos
- Score : 9
- Tweets : 43970
- Sentiment : 14%
H&M
- Score : 8
- Tweets : 34566
- Sentiment : 11%
Chrysler
- Score : 8
- Tweets : 39577
- Sentiment : 8%
PepsiCo Beverages
- Score : 7
- Tweets : 37040
- Sentiment : 17%
Chevrolet
- Score : 4
- Tweets : 18434
- Sentiment : 41%
Mars Inc - M&Ms
- Score : 4
- Tweets : 18962
- Sentiment : 12%
Budweiser
- Score : 4
- Tweets : 17158
- Sentiment : 26%
VW
- Score : 3
- Tweets : 18516
- Sentiment : 4%
Coca Cola
- Score : 3
- Tweets : 15316
- Sentiment : 18%
Bud Light
- Score : 2
- Tweets : 11597
- Sentiment : 14%
Samsung Electronics
- Score : 2
- Tweets : 9862
- Sentiment : 10%
Honda
- Score : 2
- Tweets : 8164
- Sentiment : 9%
Teleflora
- Score : 2
- Tweets : 7784
- Sentiment : 11%
The Avengers
- Score : 1
- Tweets : 7550
- Sentiment : 24%
Kia
- Score : 1
- Tweets : 8494
- Sentiment : -10%
Go Daddy
- Score : 1
- Tweets : 7762
- Sentiment : 15%
Hyundai
- Score : 1
- Tweets : 6673
- Sentiment : 15%
Audi
- Score : 1
- Tweets : 5900
- Sentiment : 22%
Acura
- Score : 1
- Tweets : 4651
- Sentiment : 16%
Bridgestone
- Score : 1
- Tweets : 4248
- Sentiment : 8%
GE
- Score : 1
- Tweets : 3452
- Sentiment : 3%
Met Life
- Score : 1
- Tweets : 3815
- Sentiment : 28%
Etrade
- Score : 1
- Tweets : 3707
- Sentiment : 11%
Toyota
- Score : 1
- Tweets : 4739
- Sentiment : -9%
Battleship
- Score : 1
- Tweets : 3066
- Sentiment : 22%
Sketchers
- Score : 1
- Tweets : 2486
- Sentiment : 12%
Dannon Yogurt
- Score : 1
- Tweets : 2271
- Sentiment : 30%
Best Buy
- Score : 0
- Tweets : 2646
- Sentiment : -2%
Cars.com
- Score : 0
- Tweets : 2028
- Sentiment : 13%
2nd Story Software
- Score : 0
- Tweets : 1191
- Sentiment : 10%
Hulu
- Score : 0
- Tweets : 1003
- Sentiment : 5%
Career Builder
- Score : 0
- Tweets : 895
- Sentiment : 13%
The Hunger Games
- Score : 0
- Tweets : 947
- Sentiment : -1%
John Carter
- Score : 0
- Tweets : 799
- Sentiment : 13%
History Channel
- Score : 0
- Tweets : 823
- Sentiment : 11%
Act of Valor
- Score : 0
- Tweets : 924
- Sentiment : -1%
Lexus
- Score : 0
- Tweets : 820
- Sentiment : -1%
G.I Joe: Retaliation
- Score : 0
- Tweets : 484
- Sentiment : 25%
The Dictator
- Score : 0
- Tweets : 520
- Sentiment : 6%
Century 21
- Score : 0
- Tweets : 345
- Sentiment : 2%
Cadillac

overall stats

total tweets counted: 442,336

total tweets using #brandbowl: 52,659

total people tweeting the hashtag: 18,828

total people who visited the site: 11,713

WHAT'S GOING ON HERE?

Brand Bowl was built to gauge public reaction to the brands advertising during the Super Bowl. By monitoring Twitter, we can measure people's opinions and rank the brands accordingly. The brand with the top "Brand Bowl score" on Sunday night will be the winner of Brand Bowl 2012, and is allowed to date the head cheerleader.

HOW THE HECK DOES IT WORK?

First we tally - using many, many selected keywords - the total number of tweets about a brand.

Second, we look at the opinions stated in those tweets to calculate a "net sentiment" score. The purpose of this score is to measure whether the overall public reaction to a brand is positive or negative. The net sentiment score is defined by the formula:

(Positive tweets + Neutral tweets - Negative tweets)/ Total brand tweets.

Finally, to rank the brands, we calculate a "Brand Bowl score," in which we divide by the total tweets for all brands:

(Positive tweets + Neutral tweets - Negative tweets)/ Total tweets for all brands.

All three of these figures-the Brand Bowl score, the net sentiment score and the total number of tweets about the brand-are displayed alongside the appropriate brand on the scoreboard. You true marketing nerds (it's okay-you're among friends) can click on any brand for even more in-depth details. Hot diggity!

It is important to note that we are interested in measuring the public's initial reaction to the ads. So we use a narrow five-hour sliding window during which time we measure the Twitter stream. This prevents any pre-game (or post-game) hype from influencing the results. The final Brand Bowl rankings will be calculated right after the game.

Mullen, Radian6 and The Boston Globe partnered to put on Brand Bowl 2012. We hope you find it engaging and fun, and we welcome any feedback you might have. We also welcome gifts of beer or pickles. But we'll settle for feedback. Please post your comments at mullen.com.

WHAT'S NEW AND DIFFERENT?

As with all great sporting dynasties, the Brand Bowl Team is never satisfied. In 2012, we're taking our game to the next level:

For the first time, users can view any two brands in "Head-To-Head" statistical breakdowns
We improved our web interface, including a new "Featured Tweet" section. If you're funny or insightful enough, your Tweet could be highlighted
We've expanded our real-time analytics to include geolocation and gender-specific data
We streamlined the Brand Bowl mobile experience so users can more easily see the live rankings and tweet their votes
Best of all, we partnered with Billboard.com to have a professional music critic rating the halftime entertainment show, live at BrandBowl2012.com