Welcome to the 6th Annual Wharton Future of Advertising Super Bowl Ad Tweet Meet, where the ads have the potential to be as exciting and entertaining as the game (were all advertising thus!).
Join the conversation by tweeting during the game with the #WhartonFoA hashtag–your tweets will appear in a feed right here, and your opinion will be recorded in our final tally of this year’s ads!
Tweet #WhartonFoA to add your thoughts, insights and reactions to our live Twitter feed. For your favorite ads and the most successful ones, tack on the hashtag #BeyondAdvertisingYES, and for those that fumble, use #BeyondAdvertisingNO. We’ll report the results. Go with your best real-time reactions and insights, and tweet your response with the #whartonfoa hashtag.
Sample Scoring Tweet: Budweiser Clydesdales: 7. Tears in my eyes and ordering for a bud for my bud. #whartonfoa
We’re thrilled to have an esteemed panel who will be weighing in on the ads and rating them on based on the Beyond Advertising model for advertising, paying special attention to the WFoA criteria for RAVES: Relevant and Respectful, Actionable, Valuable, Exceptional Experience, and a Surprising Story.
A high-scoring ad will be extremely relevant, respectful, actionable, valuable and experiential. The ad offers a surprising element and provides an emotionally appealing story for the intended audience.
A low-scoring ad is irrelevant to the time and place and is disrespectful to the audience. The audience can’t easily do anything with the ad. The ad has no emotional or rational value. It conveys a bad experience overall and lacks any spark of surprise. The ad’s storyline is confusing and unappealing to the intended audience.
Use a 1-10 scale if you like, but have fun…go with your best real-time reactions and insights, and tweet your response with the #WhartonFoA hashtag.
Check back after the game for our analysis of what worked and what didn’t, which ads were our favorites, which were RAVES, and which ones fumbled (read last year’s analysis here).
The first WFoA Tweet Meet, held in 2011, was the brainchild of Global Advisory Board member, Scott Goodson, founder and Chairman of strawberryfrog and author of Uprising. Twitter was still in its infancy, yet we corralled a group of brave pundits and practitioners to test out the real time vibe of this new media. 1500 tweets were sent with the #whartonfoa hashtag, generating a (then) impressive 2385 page views and an interview with WFoA Executive Director and co-host of the event, Catharine Findiesen Hays, on FOX 29 Evening News. In 2014, 283 tweeters tweeted #whartonfoa nearly 2500 times during a game with record reach. Twitter coverage of the game increased 70% from the previous year.