03/02/2014 Robots win, Kevin Costner loses in the battle of the Super Bowl Movie Spots:
Robots were the big winner at the 48th Super Bowl and here’s an infographic to prove it.
Last night may have seen the Seattle Seahawks fly away with victory from the Denver Broncos on the pitch, but an even bigger battle was being waged during the commercial breaks and on social networks.
Since the early hours we’ve been crunching the numbers, looking at the overall volume of conversation and specifically the comments made on social networks indicating Intent to View. We’ve also looked at the growth in Facebook fan communities for each movie, following the big budget TV advertising activity last night.
Transformers: Age of Extinction crushed the competition both in terms of post-game chatter, and most importantly Intent to View. This means that more people have expressed a desire to see Transformers: Age of Extinction after watching the ad than any other movie that featured in the Big Game. Unlike many other Super Bowl ads that appeared online last week ahead of TV transmission, the content for Transformers: Age of Extinction was exclusive and previously unseen – similar to Fast & Furious 6 in the Super Bowl of 2013 – which undoubtedly fuelled its social conversation volume and in the case of the latter led to phenomenal box office success. Paramount will be hoping that Transformers: Age of Extinction follows that trend when it reboots the franchise later this year.
Captain America: The Winter Solider came a close second in terms of Intent to View conversation, followed in third place by The Amazing Spiderman 2. Despite it’s football theme, forthcoming Kevin Costner movie Draft Day failed to score well on social, generating less an a thousand comments.
About Way To Blue and ‘Intent to View’ forecasting
When developing strategy, content and campaigns for our clients we use the themes and drivers of ‘intent to view’ as a framework to guide our thinking. We believe this ensures our creative ideas are firmly rooted in consumer insight that will make a commercial difference
The Way To Blue Intent to View algorithm is based on a combination of social conversation search queries combined with proprietary methodology developed over numerous studies into the film and entertainment Industry.