Welcome to the 4th 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!). See our list of panelists. The heat of buffalo-wing sauce may be fading from America’s lips, but questions about the Super Bowl and its ads linger: What effect did social media have on this year’s ads and on viewers’ perceptions of them? What did advertisers do differently this year, and what tactics and techniques paid off? What happens to second-half ad placements when the game is a blowout? Tune in when the Wharton Future of Advertising Program makes its debut on Business Radio Powered by Wharton, SiriusXM Satellite Radio Channel 111 this Wednesday, February 5 from 5pm to 7pm. Co-hosts Professor Jerry Wind and WFoA Executive Director Catharine Findiesen Hays will be joined by special guests and callers. Read more here.
Free tweet #whartonfoa to add your thoughts, insights and reactions to our live twitter feed. Better yet, score the ads on a scale of 1 to 10, along with your rationale. We’ll report and the results. Just use this format: Brand, Ad, Score, Rationale, #whartonfoa 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 WFoA criteria for RAVES: Relevant and Respectful, Actionable, Valuable, Exceptional Experience, and a Surprising Story. 10: An ad with a score of 10 is extremely relevant, respectful, actionable, valuable and experiential. The ad offers a surprising element and provides an emotionally appealing story for the intended audience. 1: An ad with a score of 1 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.
Stay tuned for our analysis of what worked and what didn’t, which ads were our favorites, which were RAVES, and which ones fumbled.
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. Last year, 283 tweeters tweeted #whartonfoa nearly 2500 times during a game with record reach. Twitter coverage of the game increased 70% from the previous year.