When millions of us are riveted by a common experience, Twitter lights up. Sure enough, though I’m sitting on a bus bound for New York City, I know the Doritos and Audi ads were good, the Bud Light ads were iffy and that Hulu just rocked the house. Also, in a suprising turn for the Super Bowl, the game suddenly got good at the end.
What happens on Twitter when Super Bowl Ads air shows how businesses COULD and SHOULD listen, learn and engage. Twitter is a real-time consumer sentiment engine. Companies that learn the territory and design or deploy smart tools can extract real value in these tough times.
My roundup of tonight’s Super Bowl Ads on Twitter aggregation plays for your armchair-account executive-quarterbacking pleasure:
- Twitter search:all the popular Super Bowl Ads “#Hashtags”
- Twitter search: brand mentions on Twitter (TBD)
- Twitter search: calls to “fire” responsible ad firms
- Twittering the SuperBowl AdsJonathan Skillings CNET Webware
- VentureBeat explains Thummit’s Super Bowl Ads rating site (voting plus real-time updates from Twitter)
- @AdRants is tweeting and sharing an aggregate Twitter stream at their site
- @AgencySpy has some good tweets
- @kitson is liveblogging the ads with CoverItLive and Twitterers can contribute via their user IDs.
- Vote for your favorite ads with this Twitter-generated SocialToo survey
Thanks to many readers’ replies, I know that @etradebaby, @overstockdotcom, @danperry of Cars.com and @sobeworld are all engaging live during the game. Twitter veteran @scottmonty (Ford) has been commenting about Ford and Super Bowl ads. @DunkinDonuts didn’t blip when their ad aired. Any others?
Mack Collier noted that no ad has presented a Twitter name. Remember when www.companyname.com was novel in ads? Mack’s right: @twitternames are next.
Smart consumer brands and market intelligence companies will build powerful tools to track and analyze this consumer sentiment engine. They can capture the masses of tweets for both quantitiative and qualitative analysis. The mass response of Twitterdom is a novelty though. Companies must dig in deeper and learn to parse groups and waves of sentiment. Study how communities cohere and disband around hot trending terms, come to understand what specific consumer segments feel and continue to fine-tune, Twitter as an increasingly valuable – but not obtrusive – business tool.
Here’s to hoping this will always be done responsibly, with an emphasis on providing better services and goods and building stronger mutually beneficial relationships.
(Does it work? Don’t ask me. I’m sipping the web thru a wifi straw and making mental notes on which ads to bother looking for later on Hulu. Thanks Twitter!)