Super Bowl Commercials: Doritos, Google win 2010 BrandBowl

The battle of Super Bowl commercials was played out online during Super Bowl XLIV. Doritos, Google, and Focus on the Family won the 2010 BrandBowl. But what's the 2010 BrandBowl?

The 2010 BrandBowl is an online competition between Super Bowl commercials from a Twitter perspective. Ad agency Mullen partnered with Social Media measuring company Radian 6, to produce the 2010 BrandBowl. Specifically, they describe it in this way:

BrandBowl 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 "BrandBowl score" on Sunday night will be the winner of BrandBowl 2010, and can date the head cheerleader.

How BrandBowl Works

First we tally—using selected keywords—the total number of tweets about each 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 derived by the formula:
(Positive tweets – Negative tweets) / Total brand tweets
Finally, to rank the brands, we calculate a BrandBowl score by evaluating the non-negative share of each brand relative to all brands:
(Positive tweets + Neutral tweets – Negative tweets) / Total tweets for all brands
Rolling over any brand will show all three of these figures—its BrandBowl score, its net sentiment score, and the total number of tweets about the brand. For the true ad nerds out there (it's okay, you're among friends) we also provide a link that will display even more in-depth details on any brand:
A spark line that shows the number of tweets over a timeline
A breakdown of the tweets about the brand, to show if the tweets were overwhelmingly positive, negative, or neutral
A word cloud of the most popular terms in tweets about the brand
It is important to note that we are measuring the response to brands. We are not measuring the response to any single ad.

Got that?

Doritoes' commercial won by simply having the most tweets about it (3042), both positive and negative. This is the most popular Doritoes' commercial of the four aired:



Which brand's commercial had the most positive tweets in the 2010 BrandBowl? That award went to McDonald's, Dr. Pepper and Universal, in that order. Here's McDonalds Super Bowl commercial featuring LeBron James and Dwight Howard:



The other Super Bowl commericial runners-up in the 2010 BrandBowl were Google and Focus on the Family. Here are those commercials:

Google (Impress a French Girl or "Parisian Love"):



Focus on The Family (Pam and Tim Tebow):



If you're wondering who lost the 2010 BrandBowl, it was Budweiser Select55 "Don't bring me down", which did so. Mullen's offering free creative services to Budweiser. Here's that Super Bowl commercial:



For the rest of the results, visit the Mullen and Radian 6 site for the 2010 BrandBowl.

Stay tuned.