Budweiser

Why the Super Bowl 50 commercials were social media failures

The top 10 Super Bowl commercials of 2016 generated almost 2.9m fewer shares than in 2015.

This year the triumphant commercial on social media was shared 893,000 times, a sharp decrease from last year’s top figure of 2.5m.

Why? Well, I think advertisers have failed to spot the winning formula of previous years.

10 most shared ads of 2014, so far

Now seems an appropriate time to see which ads have generated the most amount of shares so far in 2014, what with it being past the half-way mark now. 

In not all that unsurprising news, four of the ads are related to the World Cup, although it will be interesting to see whether any of these make it to the end of year list due to their short shelf life. After all, only one video remains in the top 10 after the Super Bowl in February.

It’s also notable to point out that of the World Cup videos, only one of them is from an actual sponsor. In fact 71% of online shares for World Cup ads have come from non-sponsors.

Here’s the top 10, which is as varied as it is impossible to predict. Thank you to Unruly for the numbers.

World Cup marketing in APAC: Which brand has the most innovative campaign?

The World Cup kicks off on June 12 and is a festival of football that Asia’s passionate fans will doubtless enjoy.

Unfortunately every game kicks off at times between midnight and 6am here in Singapore which is going to mean some very sleepy Singaporean and Asian residents.

Many brands are desperately trying to capture the attention of these passionate fans, both official sponsors and unofficial brands eager to capitalise on the world’s greatest event.

But which is doing the best job?

Five brands using crowdsourcing for product and marketing ideas

During a recent discussion about a colleague’s obsession with Lego I was informed of the toymaker’s forays into crowdsourcing new product ideas.

This isn’t a particularly new tactic and I’ve flagged up examples of crowdsourcing in the past, but it’s a topic that’s worth revisiting as more brands get on board.

So in order to inspire your own campaigns or product development, here are five other brands using crowdsourcing…

Branded video shares drop by almost 25% in Q1 2014

A lacklustre performance by advertisers at this year’s Super Bowl (29% year-over-year decrease) saw shares drop 24.2% from the previous quarter.

The average share rate (the percentage of people watching an ad who also shared it) dropped from 2.9% last quarter to 2.6%.

This is the first time that online shares of advertisements aired during the Super Bowl have decreased year-on-year.

These figures come from the latest Unruly Social Video Report, which analyses current social video advertising trends over the last three months.

The 10 most shared ads of Super Bowl 2014 are…

Scroll down to see the entire list, but first, here are the major stats.

According to Unruly’s Viral Video Chart, Budweiser’s ‘Puppy Love’ was the most shared ad of Super Bowl XLVIII with close to 1.4m shares so far. This makes it the sixth most shared Super Bowl ad of all time… so far.

The Anheuser–Busch InBev brand also took the second spot and has finally eclipsed Volkswagen as the most shared brand of all time. Although Volkswagen’s Star Wars themed ‘The Force’ still sits at number one in the top 20 most shared Super Bowl ads of all time chart.

This is the second year running that Budweiser has topped the table. Last year’s ‘Brotherhood’ advert is currently the third most shared Super Bowl ad of all time, with 2.8m shares. 1.5m of which it achieved by Super Bowl Monday.

YouTube reveals sneak previews of the 2014 Super Bowl ads

Its pre-game teaser time, with the YouTube channel Ad Blitz currently showcasing excerpts from some of the major brands’ 2014 Super Bowl adverts.

The Super Bowl itself (number XLVII for anyone counting or able to understand Roman numerals) doesn’t happen till 2 February, but that hasn’t stopped the hype machine from kicking into gear.

Last week I revealed the top 20 Super Bowl ads of all time according to Unruly and discovered that 60% of the most shared ads of all time were launched before Super Bowl Sunday, thereby using word-of-mouth and early publicity to generate extra shares. In fact seven of the top 20 ads used teasers to build hype.

Marketers are clearly learning tactics from major film studios, where big event films can be teased a year or more before their release, even before a single piece of footage has been shot.

Top 20 Super Bowl ads of all time

In honour of Super Bowl XLVIII, the Wildcats at Unruly have shared with us their latest research on Super Bowl ads and have also revealed the top 20 Super Bowl ads of all time.

Last year’s collection of Super Bowl ads attracted twice as many shares as the previous year, in fact the number of video shares has grown 30x in the last three years. The trend is set to continue in 2014 with brand new ads from Budweiser, a British villains themed Jaguar ad and a Scarlett Johansson starring SodaStream set to be unveiled.

Here are some of the highlights from Unruly’s research, followed by the top 20 Super Bowl ads of all time.

Top 20 most shared video ads of 2013

It’s late November, so we’re comfortably past the point where people are no longer agitated that ‘best of the year’ lists are starting to appear already.

In fact I’ve already got my ‘Best Korean Pop Albums’ and ‘Favourite Men’s Health Straplines (abs category)’ lists all lined up and ready to go. In a listicle heavy year, this Winter will be the ultimate in year-end countdown meltdown, or Listageddon as I’m pushing for the late November period to be renamed.

Hot off the presses today (I’m sure there’s a more up-to-date cliche then that) and towering above the rest is Unruly with its Top 20 most shared ads of 2013.

This one’s good because it’s based on fact, not the opinion of some feckless pundit.

The science of sharing videos: marshalling the subjective

As we’ve just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.

If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.

The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.

With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.