Unruly Media, the leading social video platform, unveiled an interactive infographic called Brand Tracker this week to track which of the official sponsors of the London 2012 Olympics are generating the most social video buzz. It pits the 25 sponsors against each other in a race for advertising fortune and glory.
So, which advertisers are likely to win the gold, silver and bronze medals in the social video race? Which online ads from the official Olympic sponsors are generating the most social media buzz?
Using Unruly’s Viral Video Chart, the new Brand Tracker tracks the total number of shares across Facebook, Twitter and the blogosphere for each brand. The eight brands with the most shares then race for gold.
The more shares a sponsor earns across all their online ads, the faster their runner will move along the track, taking them nearer to the finish line and closer to being an advertising champion.
As of this morning, the leader was P&G with a total of 2,178,534 shares. Leading the way in the brand’s relay race was Best Job | P&G London 2012 Olympic Games Film with 2,038,482 shares.
EDF was in second place with a total of 122,087 shares. Keeping this brand competitive was EDF Energy Feel Better Energy TV advert with 118,129 shares.
BMW was in third place with a total of 94,783 shares. Setting the pace for this brand was BMW M5 on the beach for the London 2012 Olympic and Parakympic Games (full) with 63,724 shares.
If your brand hasn’t made it to the podium yet, don’t be afraid. The shares will update twice a day.
Or, you can also visit Unruly’s new Social Video Lab, which was launched in June 2012, to help get your advertising campaign back on track. Based at Unruly’s London headquarters, the social video lab uses exclusive analytics to enable brands and agencies to predict the effectiveness and “shareability” of their video content before they invest in a campaign budget to disseminate it across the web.
You can also watch Unruly COO & Co-Founder Sarah Wood’s overview of how brands’ can ignite conversation online across the world through the power of social video advertising during the Olympics. She looks at the rise of the social video ad from 2006 to 2012 and notes that videos from the 2008 Beijing Olympics and the 2010 Vancouver Winter Olympics didn’t break any records.
However, you can already spot the favourite to win the 2012 London Olympics. Unruly looks at a number of social video triggers in order to predict a video’s sharing potential. This includes emotional triggers like Hot, Cute, Funny, Shocking, and Moving, as well as cultural triggers like Random, Unbelievable, Zeitgeisty, Controversial, and Illuminating. Using a combination of Moving emotional and Zeitgeisty cultural triggers, P&G’s “Best Job” video looks like it should win the gold this year.
So, what’s that worth? According to Unruly, a winning social video can earn additional views beyond any advertising campaign and an uplift in enjoyment can generate a 97 percent uplift in purchase intent. Now, those are medals worth their weight in sliver and gold.
So, who are these Unruly people and why should marketers take their Brand Tracker seriously?
Founded in 2006, Unruly is a global platform for social video advertising. Unruly has delivered, tracked and audited 1.65 billion video views, across more than 2,000 successful social video campaigns, for over 400 brands since 2007.
With a global audience of 917 million monthly unique visitors, Unruly had a worldwide reach of 62.1 percent in April 2012, according to comScore, Media Metrix.
In January 2012, Unruly announced a $25 million (£16 million) Series A investment from Amadeus Capital Partners, Van den Ende & Deitmers and the Business Growth Fund – the largest ever for a private company in the social video space.
So, they may be called Unruly, but in real life they are quite well behaved.