75% of Most Shared Super Bowl 2012 Video Ads Launched Before Super Sunday

Unruly Media has released a Super Bowl playbook and an infographic that marketers will want to read and look at even if they haven’t ponied up $3.7 million to $3.8 million for a 30-second spot during the big game.

For example, the playbook reveals that three-quarters of the top 20 ads from Super Bowl 2012 were launched online before the big game. And the infographic (see end of post) shows that just over a half of the social shares (across Facebook, Twitter and the blogosphere) from last year’s Super Bowl occurred after March 1, 2012.

These and other insights are included in the Unruly Super Bowl Social Video Playbook, which provides advertisers with insight into the type of content which is proven to get shared online and advises when to launch their videos in the lead-up to Super Sunday. Brands can gain insight into how they can connect with their audience, stand out from other sponsors and ultimately boost their ROI.

Unruly’s infographic also shows “The Top 10 Super Bowl Social Video Facts Every Brand Should Know.” The insights include:

  • 75 percent of the top 20 most shared ads from Super Bowl 2012 were launched before Super Sunday.
  • VW has been the most shared brand of the last two Super Bowls. Its 2012 teaser video attracted 3x more shares than its game day ad.
  • 55 percent of shares from Super Bowl 2012 occurred after March 1 2012.
  • The total number of shares in Super Bowl ads increased by 129 percent from 2011 to 2012.
  • The top 10 Super Bowl ads of 2012 were on average 83 seconds long, 31 seconds longer than in 2011.

Both the infographic and the playbook use data derived from the Unruly Viral Video Chart and social video lab.

“Unruly’s Super Bowl Social Video Playbook gives advertisers critical, actionable insights on how they make the most of their Super Bowl social video strategy,” Art Zeidman, president of Unruly Americas, said In a press release. “While the passive viewing figures of the Super Bowl on network TV look impressive at first glance, the real meat of the campaign response happens online, where conversations and social sharing turn the spark of popularity into an online phenomenon.”

Meanwhile, Unruly has also launched its 2013 Super Bowl Ads Chart. It joins the 2012 Super Bowl Ads Chart and the Super Bowl Ads of All Time on the Viral Video Chart powered by Unruly.

Most of the brands that have announced their plans for Super Bowl XLVII in New Orleans have yet to begin uploading teaser campaigns to YouTube. Nevertheless, it looks like Doritos is poised to “Crash the Super Bowl” once again in 2013. For those keeping score, Doritos has won the top spot in USA Today’s Ad Meter three out of the last four years.

Doritos is again conducting a contest that offers two amateurs the chance to have a self-produced ad run in the Super Bowl. This year, it is also offering the consumer who creates the top-ranked Doritos commercial the chance to work with director Michael Bay on the next installment of “Transformers.” The winner will also get a $1 million bonus if his ad appears in the top spot in USA Today’s Ad Meter.

And the 2013 Super Bowl Ads Chart indicates which two out of five fan-made Doritos ads will air during the game on Feb. 3, 2103. Here are the top two contenders:

Doritos® – Goat 4 Sale — Crash the Super Bowl 2013 Finalist

Doritos® – Road Chip — Crash the Super Bowl 2013 Finalist

Of course, not every Super Bowl advertiser plans to upload a teaser campaign. For example, Chrysler surprised everyone last year with a beautifully crafted Super Bowl ad starring Clint Eastwood.

So, may the odds be ever in your favor! But that’s why they play the game.


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