Engagement Labs Inc.
TSX VENTURE : EL

Engagement Labs Inc.

February 02, 2015 12:13 ET

Forget the Patriots: Budweiser Wins the Big Game

Engagement Labs Ranks the Brands that Performed the Best and Worst on Social Media During the NFL National Championship

TORONTO, ONTARIO--(Marketwired - Feb. 2, 2015) - This year 40 brands spent on average $4.5 million each to buy a :30 second spot on the most watched broadcast of the year. However, this isn't where the marketing dollar ended. They also spend millions engaging directly with the fans on social platforms such as Facebook, Twitter and YouTube.

Technology and data company Engagement Labs, creator of the eValue™ score, today released the Top 10 best and Top 10 worst Big Game advertisers on Facebook and Twitter.

According to the eValue data, which monitored all 40 advertisers social media activity for February 1, 2015 and measured their Engagement, Impact and Responsiveness the winners and losers include:

Best

Facebook Twitter
Budweiser Budweiser
Weight Watchers T-Mobile
Carnival Cruise Lines Avocados from Mexico
Nissan Skittles
Always Always
McDonald's Bud Light
Nationwide GoDaddy
TurboTax Loctite Glue
Mercedes-Benz Nationwide
Esurance TurboTax

"Watching the Big Game has become a multi-screen experience. People watch the big game on TV and simultaneously participate in social media. If brands solely focus on the television viewing, they are missing millions of passionate consumers who are having conversations about their brands and advertisements online. We looked at how the millions of dollars spent on TV resonated online, and clearly there was a winner in Budweiser. The brand leveraged their successful #bestbud advertisement across their social channels while also using a unique inherently social hashtag #thisbudsforyou to encourage people to share their content with friends across their social channels," said Bryan Segal, Chief Executive Officer of Engagement Labs. "The reason Budweiser won is because they were equally engaged with their Facebook, Twitter and YouTube audiences as they were with the TV audience. They invested in building momentum weeks in advance to create interest and excitement around their advertisement during the game. This is a clear lesson for any brand, social media matters as much if not more than traditional media vehicles."

Worst

Facebook Twitter
Dove Men Care Fiat
Microsoft BMW
Loctite Cunard Line
Sprint Anheuser-Busch
Fiat Costa Cruises
Wix Pepsi
Newcastle Brown Ale Seabourn
Skittles Squarespace
Cunard Doritos
Mophie Microsoft

eValue™ is the global benchmark for social media scoring, leveraging more than 300 conventional social media metrics to provide a single comprehensive and benchmarked score for marketers, advertisers and broadcasters across the globe. The tool's three key metrics are Engagement, Impact and Responsiveness, benchmarked against 75,000+ handpicked verified brands.

To view samples of Social Posts that Received Top Engagement, please visit the following link: http://media3.marketwire.com/docs/el_socialposts0202.pdf.

About Engagement Labs

Engagement Labs' eValue™ Score is the global benchmark for social media scoring. eValue Analytics Pro, an enterprise-grade social media analytics platform, scores brands between 1-100. eValue measures brands' social media and digital marketing efforts. It's composed of a series of metrics and KPIs, among them: Engagement, Responsiveness and Impact, benchmarked against 75,000+ handpicked and verified brands.

Engagement Labs (TSX VENTURE:EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measure that of their competitors across major social networks Facebook, Twitter and YouTube. Engagement Labs maintains offices in Montreal, Toronto and Paris. www.engagementlabs.com / www.eValueanalytics.com

Contact Information

  • For media inquiries: KCSA Strategic Communications
    Kate Tumino
    212-896-1252
    ktumino@kcsa.com