doritos

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.

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.

Seven tips to help create awesome Vines

Video sharing app Vine turned 100 days old last week and according to new research it has proved to be quite the success.

Data from Unruly shows that five Vine clips are shared every second on Twitter and branded Vines are four times more likely to be shared than branded online videos.

It’s also interesting to note that weekends are the most popular time to share Vines and in most cases they are more popular than all the previous weekdays combined.

We’ve previously looked at fashion brands and football teams that have begun using Vine, as well as highlighting both good and bad uses of the platform.

Brands that use Vine: five great vs. five bad examples

Twitter’s Vine launched to much fanfare at the beginning of the year and brands have been quick to experiment with the video sharing tool to both promote their products and generally have a bit of fun.

Unfortunately too many brands seem to think that just because it’s a throwaway six-second clip they don’t have to put much effort into it, so the clips often end up looking quite messy and of poor quality.

Similarly the temptation is often to try and cram as much as you can into the short time frame, which can make it difficult to work out what’s going on in the clip.

In my opinion, the best examples use a single continuous clip or motion capture so the viewer doesn’t have to try and take in several different camera angles in just six seconds. I would suggest that unless there’s a particuarly pressing need, Vines should be limited to around three of four different shots otherwise it can dilute the impact.

Furthermore, it’s a good idea to mount the phone on something so that the video doesn’t look too shaky.

Doritos Super Bowl ad chosen by a Facebook vote

Doritos’ Super Bowl ads will be created by the public again this year, with the overall winner chosen by a Facebook vote.

The Pepsico brand has used user generated ads during the Super Bowl several times since 2007, and the ‘Crash The Super Bowl’ commercials have proven to be extremely popular.

Doritos ads came joint first and fourth in the 2011 USA Today Super Bowl Ad Meter.