Comments on: Lessons from Brandbowl2010.com

By: Social media and five things that work. | Creativity_Unbound

Social media and five things that work. | Creativity_Unbound — Fri, 07 May 2010 11:46:46 +0000

[...] mash up some media, give a party, complete with entertainment. That’s what we did with Brandbowl. This analog to digital event inspired 10,000 people to join us, stimulated conversation and [...]

By: Dave Watson

Dave Watson — Thu, 11 Feb 2010 11:09:59 +0000

I appreciated brandbowl here in Prague.

It’s very interesting to think of content as utility. Does that means brand = utility?

The originating content and subsequent re-purposed creations become utility items that grows & strength a brand. Brands have to be strong enough to withstand scrutiny and impacts to their audiences.

This is why the Google ad works so well…since any re-creation of the ad (both positive or negative) ends up strengthening Google’s meaning.
.-= Dave Watson´s last blog ..Why Google’s Super Bowl ad works and proves Microsoft is the Jay Leno of tech =-.

By: Paul Zink

Paul Zink — Wed, 10 Feb 2010 22:03:24 +0000

“We did it because we can. We did it because the digital tools are available…..” And I’d also guess you did it because it’s just really cool. Congrats.

By: Yurie Park

Yurie Park — Wed, 10 Feb 2010 21:00:07 +0000

I was thrilled that you teamed up with radian6 to measure BrandBowl 2010 because ever since last year’s Superbowl tweeting extravaganza along with my classma†es at BU, I have been wondering how everything we’ve tweeted will be measurable and put to use. Awesome work.

By: edward boches

edward boches — Wed, 10 Feb 2010 19:22:33 +0000

Not sure if you remember, we did the Oscars and the Superbowl in 09. RedCarpet and Trash Talk. We offered Red Carpet to TJ Maxx for a small price, alas they weren’t forward thinking enough to embrace it. Not sure if we will do it this year or not. But yes, this is easily scalable. However, our community is obviously more rooted in the ad industry, so easier to get big participation. For Red Cartpet (in our case it was about fashion, not advertising)we thought it best for a brand like TJ to push it out.

By: Mark Harmel

Mark Harmel — Wed, 10 Feb 2010 17:20:15 +0000

Thanks for the heads-up on the ThugLife article. I may be too focused on my edited Twitter space, and forget what I see I view the geographically local tweets. Was there a way to pull in ad comments that didn't have the hashtags? That could bring in a wider audience. .-= Mark Harmel´s last blog ..Eric Roth Receives 2010 Scripter Literary Achievement Award =-.

By: Mike Scheiner

Mike Scheiner — Wed, 10 Feb 2010 16:23:35 +0000

Edward, the simple idea of creating a real time method to connect with a community, measure response and opinion was a brilliant idea. You also realize that the Brandbowl platform is also scalable to other big TV media events such as the Oscars, Grammy’s etc. I have to think that most brands will be curious about the *gut tweets* viewers had regarding which spots were liked and disliked. Also pondering, if their multi-million dollar plus effort was really worth it, and did it generate more negative commentary, than sales or awareness? I’m also curious to know why and as mentioned above, the lack of encouragement or push to go that that brands site to further enhance the experience or brand connection? Personally, my favorite part was sitting and watching the game and sharing and reading tweets about the spots, and the game with several hundred followers all in the comfort of my living room. Thank you again for sharing this.

By: edward boches

edward boches — Wed, 10 Feb 2010 14:21:02 +0000

You are welcome. It was a blast and we learned a lot.

By: edward boches

edward boches — Wed, 10 Feb 2010 14:20:44 +0000

Perhaps. But there are many many sub cultures on Twitter. Just check out Alan Wolk’s piece in Ad Age this week. http://adage.com/digitalnext/post?article_id=141994 Whether or not those other groups were discussing ads is questionable. May be true that people who are on Twitter who would talk the ads are in the biz or related. But not necessarily. We’ll see if we can grab that from the data. Thanks for the thought.

By: edward boches

edward boches — Wed, 10 Feb 2010 14:18:09 +0000

This is great stuff, Mary Ann. I didn’t go looking for whether this was the case. If it is, it’s a sad state of affairs. You could argue that the presence of the ads on YouTube, on blogs, in chatter is, in fact, a little bit of social integration. But let’s face it, the future is really about having a non-tv idea first, a platform or an experience or an application that lives in the digital space, and then the tv spot is simply a message about it. And, of course, it’s all participatory. As someone once said, “a generation has to die first.” Or at least the current one has to transform its way of thinking.