Doritos Dog Super Bowl Commercial
February 6, 2012 by staff
Doritos Dog Super Bowl Commercial, Despite all the big-money, celebrity-filled ads shown during Super Bowl Sunday, it was Doritos that came out top of the advertisers with one man and his very bad dog.
The chips and dip maker was the most effective brand to advertise during the Super Bowl XLVI telecast with its “Crash the Super Bowl” spots, Brand Bowl 2012 said.
Brand Bowl monitored 400,000 Twitter comments about the Big Game commercials and ranked them in order according to the volume of chatter they created and their popularity.
Doritos provided the laughs with its ads, especially the spot featuring a Great Dane bribing its owner with the snack after he sees the canine burying the family cat. The brand generated 48,498 tweets, 29 percent of which were positive.
In second place was a saucy black-and-white offering from fashion retailer H&M, which used the allure of an underwear-clad David Beckham to draw its audience, while a gravel-voiced Clint Eastwood talking poignantly about the US economy led Chrysler into third place overall.
At the other end of the scale, the least effective brand was Hulu, which used “Arrested Development” star Will Arnett to advertise its Hulu Plus service. It generated just 1,191 tweets, 10 percent of which were positive.
The Boston-based advertising agency Mullen and Boston.com teamed up to present Brand Bowl 2012. Mullen’s chief innovation officer, Edward Boches, called it a “watershed year” for social media and the Super Bowl.
“With nearly 200 million people on Twitter and two-thirds of all smartphone owners using social media while watching TV, just about every brand built interactive elements into their commercials, knowing that the true measurement of success these days is immediate consumer reaction and long-term consumer engagement,” Boches added.
Companies paid an average of $3.5 million for a 30-second spot for the right to duke it out Sunday in front of the expected 111 million-plus fans. Nearly half of the 70 Super Bowl advertisers put their spots out online in the days leading up to the game. That’s a big difference from last year when only a few spots were released ahead of time.
“Advertisers this year are playing it very safe,” said Tim Calkins, a professor of marketing at Northwestern University. “They’re running spots that are clearly designed to appeal to a broad audience and not to offend.”
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