Just in time for Super Bowl XLIX, marketing technology company Unruly has released a list of the most shared Super Bowl ads of all time by measuring the combined Facebook, Twitter and blog shares per spot.
Originally aired in 2011, Volkswagen’s “The Force” ad tops the list with 5.3 million shares. The ad for the 2012 Volkswagen Passat features a kid in a Darth Vader costume attempting to use the Force on the family dog, a baby doll and a sandwich, among other household staples. When the child’s father pulls into the driveway in his Passat, the child rushes outside to try his luck on the car. In the next scene, the dad is looking through the kitchen window, tricking the child into believing he actually accomplished his goal of harnessing the Force.
The next year, Volkswagen followed up with another “Star Wars”-themed spot that appears eighth on the list with 900,000 shares. The ad features a group of dogs barking to the tune of “The Imperial March (Darth Vader’s Theme)”.
Despite the successes, Volkswagen is sitting out the 2015 Super Bowl.
Budweiser appears on the list three times (2, 3, 4) with a combined 8.4 million shares, including a one-minute spot featuring the company’s iconic Clydesdale horses roaming New York City before kneeling down in reverence of the city’s altered skyline. The ad – entitled “Respect” – aired only once, on February 3, 2002, five months after the events of September 11th.
Also of note: three of the most-shared ads on the list were movie trailers, including two from the “Fast and the Furious” franchise.
The majority of the ads that appear on the list are from the last few years, reflecting the increasing ubiquity of social media in society, so it is very likely that a few spots from the 2015 Super Bowl will make it onto the next iteration of this list.
1. Volkswagen – “The Force” (2011)
2. Budweiser – “Respect” (2002)
3. Budweiser – “Brotherhood” (2013)
4. Budweiser – “Puppy Love” (2014)
5. Dodge Ram Trucks – “Farmer” (2013)
6. Universal – “Fast and the Furious 6” Movie Trailer (2013)
7. Chevrolet w/ OK Go – “Needing/Getting” Music Video Trailer (2012)
8. Volkswagen – “The Bark Side” (2012)
9. Universal – “Fast Five” Movie Trailer (2011)
10. Paramount – “Star Trek: Into Darkness” Movie Trailer (2013)
If you’ve visited Amazon’s site lately and noticed the logo smiling a bit wider than usual, it may be because the company was recently named the most socially influential and engaging brand by Klout, a website that uses social media analytics to rank its users according to social influence.
For the rankings, Klout reviewed the Interbrand 2014 Best Global Brand report, a definitive list of the world’s most valuable brands, then assigned each brand a “Klout Score” – a 100-point numerical grade that measures the scope and strength of a brand’s online social influence – to create the Klout 50.
One of the insights gleaned from the study is that having a strong, well-recognized brand does not necessarily translate to success in social media. For instance, Apple was ranked first on Interbrand’s most valuable brand list, but found itself 28th on the Klout 50 behind less top-of-mind brands such as Audi, Adobe, Nokia, Goldman Sachs, and Tiffany & Co. In fact, Google, Microsoft, and McDonald’s were the only brands that ranked in the top 10 of both studies.
The purpose of this blog post is to show examples of what the highest-rated of the Klout 50 – Amazon, Microsoft, and MTV – are doing right.
Amazon typically reaches out over social networks with context-based engagements with offers in tow, such as this “Back to School”-themed question meant to provoke nostalgic responses as well as send users to the Back to School section of Amazon.
Intermingled with news and offers, Microsoft has a #5to9 campaign, asking users how they spend their post-work hours. These updates are accompanied by inspirational images of scaled mountaintops or children learning, and the photos are tagged with hard-nosed acronyms like ASAP and ETA with reimagined meanings – “All Summits Are Possible” and “Educating Tomorrow’s Artists” respectively.
One of the things I found most impressive was MTV’s dedication to social media. The brand ranks 80th Interbrand’s list but brings home the bronze on the Klout 50. Their handling of their television show “Teen Wolf” gives great insight into executing a broad, socially-engaging campaign. MTV uses Facebook, Twitter, Tumblr, Vine, YouTube, and even YouTube personalities in their social media efforts. In addition to the official “Teen Wolf” account, the show’s cast and crew contribute a large social presence, and the fans of the show react in kind.
Such an example is that of Quinn Wentz, a “Teen Wolf” fan who uploaded a song to YouTube based on the trailer of an upcoming episode on January 9th, 2014. The music video soon garnered the attention of not only the official “Teen Wolf” Twitter handle, but also several members of the main cast.
By the end of January, MTV was using Wentz’ fan-made video as an official promo for the show.
MTV also has four social media-centered shows involving “Teen Wolf” streaming on MTV.com. Two – “The FANtastic Show” and “The Teen Wolf After, After Show” – are hosted by YouTube personalities Tyler Oakley and lohanthony, respectively. In the third, “Pack Reacts”, the aforementioned lohanthony reacts to the reactions of fans coming in through Instagram video. The last, “Wolf Watch”, consists of the entire cast in a talk show-type setting, talking to a different fan every week through Skype.
With all-encompassing social media efforts such as this, it is easy to see how MTV landed so high on the Klout 50.
Johnnie Walker has chosen a unique marketing campaign to promote its Blue Label Whiskey, one that involves Jude Law, the British Virgin Islands, and an priceless Italian boat.
What’s unique about this campaign is that instead of the usual television spot, where companies pay for the viewers, Johnnie Walker has spent the money to produce it’s own short film, one with a compelling story and a cliff hanger. The hope is that the video will become so viral that it will raise more awareness than a traditional TV spot.
However, this type of marketing is risky because there is no guarantee that anyone will watch the video, resulting in a large quantity of money being spent with no reward. However, only being out three days, the YouTube video has already attracted over a million viewers. And with the cliffhanger ending, the sequel is bound to attract the same if not more viewers than the first, raising even more awareness for the Johnnie Walker name.
The 2014 World Cup has more social media traffic than any other sporting event in history. The upcoming final of Germany and Argentina will add even more to this new record, but we asked ourselves, which country is more excited for the final. It being such a social media success, we believed in social media lies the answer.
Argentina has more mentions than Germany across every major social media site. In total, there have been 35.4 million social mentions of Argentina on social media sites so far this World Cup, whereas Germany only has 22.7 million social mentions. Argentina has received more social mentions than Germany with each victory in every round of the World Cup. Also, the star Argentinian player, Lionel Messi, is the second most talked about player in the entire Cup, with 26 million mentions, whereas the most talked about player on Germany is Thomas Muller, with only 2.7 million mentions.
Germany’s social mentions, however, are much more positive than Argentina’s. 27% of Germany’s discussions are positive towards the team and 19% are negative. Argentina, on the other hand, has only a 22% positive rating and a 20% negative rating, which, according to the data, shows more people believe Germany has a higher chance of winning. Germany is also involved in the most talked about game of the World Cup; Germany vs. Brazil, for obvious reasons, reached 4.8 million mentions in only 90 minutes.
Argentina may lead the discussion on social media, but German fans are more verbally confident that they will win. Watch the game on Sunday to see if they’re right.
With the most festive of spirits, Johnson Gray Advertising celebrates this season with some giggles. Frequenting matters that are current and influential to this passing year, the agency sent out holiday wishes in the form of a government health care website parody, dubbed KringleCare.gov. This lampooning site directly mimics healthcare.gov in layout, style, and usability—even functionality (naturally, it doesn’t work at all)! The best part being error pop-ups, and quite funny ones at that.
With this satirical creation, we wish all our friends-democrats, republicans, and independents alike, a good laugh and a happy Holiday!
Check Santa’s Naughty/Nice List, submit your Christmas wish list, and for all the bad boys out there, trade in your coal at: KringleCare.gov
Johnson Gray Advertising, a Triple N (Nice-Not-Naughty) Certified company accepts no liability for the content of this email. We will also not be held liable for any side effects caused by the information provided, such as: neurological damage, carpal tunnel syndrome, nausea and vomiting, allergic reactions, drowsiness, insomnia, heart problems (such as heart palpitations), dependence, xanthophobia, turophobia, somniphobia, coulrophobia (though we totally understand this side effect!), omphalophobia, nomophobia, triskaidekaphobia, phobophobia or any other phobias living or deceased. If you are not the intended recipient of this email, you are notified that disclosing, copying, distributing the contents of this information is totally okay. Yes, you can share with your friends!
Oh, crikey! The Johnson Gray team is at it again with a spiffy rebrand for client, Australian Swim School. For over 35 years the Australian Swim School has been bringing advanced swim training techniques with a fun Aussie twist to families in Southern California. Having four separate locations, their philosophy remains unchanged: To offer developmentally appropriate teaching techniques with an excellent customer experience.
The client turned to Johnson Gray for assistance in coordinating their marketing efforts to re-create their brand, renovate their website, and generate awareness for the opening of an additional swim school. A rebrand was achieved by freshening up all brand components—a renewed and modernized logo, fun and lively imaging, and a visually appealing yet highly functional website. Exposure for Australian Swim School’s new Santa Ana location was acquired through print ads, outdoor vinyls and additional promotional signage, and social media marketing.
Pinterest is a visual social network that heavily focuses on creativity and lifestyle. Over the course of last year, comScore reported that Pinterest grew a staggering 4,377%, garnering over 11 million users to date. With a current estimated valuation of $1.5 billion, Pinterest is a force to be reckon with – not bad for a company that launched merely two years ago.
In addition to its popularity and rapid growth, statistics reveal that Pinterest is more effective at driving traffic than any other social media network, Facebook included. Weâ€™re positive your SEO senses must be tingling right now, but donâ€™t get too excited because Pinterest uses no-follow links, meaning that traffic driven to any website will not directly impact SEO.
However, the value in Pinterest, just like any other social media network, lies in building connections with followers who are genuinely interested in your content. Similar to Instagram, Pinterest allows companies to build a visual representation of their brands and find creative ways to showcase products and services that fit into the lifestyles of their target audience.
From pictures to infographics and tutorials, Pinterest is the blank canvas that allows both individuals and companies to build their brand, one pin at a time.
Take a look at this video for a quick overview of what Pinterest is all about, and have fun pinning!
Post by Mi Mai
Remember Friday? Who doesn’t. Today’s digital world has brought word-of-mouth to new heights. The viral phenomenon has become a trend that marketers crave to establish for their own brands.
Word-of-mouth + exponential growth = viral marketing. It’s as simple as that, but also just as difficult.
In an effort to capture millennial attention, Coca-Cola asks consumers what is the most outrageous way to share a coke? The solution – they teamed up with YouTube personalities Justine Ezarik, Josh Chomik, and a group of engineering students from Harvard Mudd and CalTech to build an elaborate Rube Goldberg-inspired machine designed to open and pour two bottles of coke.
Launched just two days ago, the video has already garnered over 95,000 views. It is one of Coca-Colaâ€™s many successful branded online videos that have gone viral, reaching millions of viewers organically.
Whether it’s spreading humor, ideas, or spreading happiness, creating something of value that entertains and engages the audience is the first step to any viral marketing strategy.
Post by Mi Mai
Companies using Twitter average two times more leads than those that do not. Plus 42% of companies that use twitter as a marketing strategy have gained a new customer from it.
Hope these fun facts give you something to think about!
In advertising it’s important to be on the ball and up to speed with the latest trends. With technology constantly evolving and changing, it can be hard to keep up. However, businesses today are starting to realize the potential that popular Apps, like Instagram, have to offer.
Instagram is an application solely for your mobile smartphone, and cannot be accessed on a webpage. Founded by Mike Krieger and Kevin Systrom in 2010, Instagram provides a way for users to share their stories through an array of picture updates while providing a fool proof way to add interesting filters to your photos. This social media newbie may seem simple, but it has caught on like wildfire! Instagram even has companies like Starbucks, Pepsi, and Playboy hopping on board with their own daily photo updates. This is a great example of how brands can use social media to their advantage and further brand identity to really connect with loyal brand followers.
Then you have examples of the way a poorly done social media App can alter a brand. In this case, however, the brand is the next presidential hopeful, Mitt Romney. If you haven’t heard, an App that allows you to take a picture and then apply one of fourteen different stills to the photo and share on Facebook, Twitter, or through email was released on Tuesday from the Mitt Romney campaign. In theory, this is a great way to reach voters young and old, on any side of the technology (or party) spectrum; There was only one problem–Amercia. Take a long hard look at that… notice anything? That’s right, the app that was released last tuesday features “A Better Amercia”– not America. While this could be an intricately woven PR stunt meant to gain attention to the newly corrected app and increase traffic in downloads, the negative attention from this app is potentially damaging to the campaign. At the end of the day- stunt or no stunt, democrat, republican, or independent, sometimes one just has to laugh when something is truly funny. Our advice to companies looking into using social media to connect with consumers and showcase their brand? Use spellcheck.
Post by: Allison Daino