Comscore recently released the results of their consumer survey that quantified "Americans’ attitudes and opinions related to Super Bowl XLI." In my Doritos post this week, I mentioned the various benefits that Frito-Lay gained from their user generated ad strategy. Not only did they get significant buzz/free publicity and lower production cost on the ad, but, according to Comscore, over 40% of those surveyed said it improved their perception of the brand. In the coming years, you will continue to see an increasing blending of the social networking and ad/marketing worlds. Whether it is buzz, trusted sources, greater connection to the public, these approaches more tightly couple the producer and the consumer. This is the advertising version of reality TV. Of course, like reality TV, once we are flooded with user generated ads, the novelty will wear off and marketers will be forced to continue to innovate and find improved ways to connect, using social networks, with their customers.
IMPACT ON BRAND
Highest Improvement Improved Damanged Unchanged
————————– ——– ——– ———
Blockbuster 41% 2% 57%
Doritos 40% 3% 57%
Toyota 40% 3% 57%
While some have commented that the GoDaddy ads had the highest brand damaging impact, I would also point out that it also improved perception with 26% of the respondents, netting a 12% improvement. They definitely continue to get free press…
Highest Damange Improved Damaged Unchanged
————————– ——– ——– ———
GoDaddy.com 26% 14% 60%
Nationwide Insurance 27% 12% 61%
Garmin Navigation 28% 11% 61%
And, of course, Budweiser dominated the popularity polls, knockind down the #1 and #3 slots.
Percent of Respondents
"Ad you would like to see again"
———————-
Budweiser 35%
Doritos 31%
Bud Light 29%
Coca-Cola 25%
Blockbuster 17%
Chevy 15%
GoDaddy.com 15%