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Super Bowl

Top ten most shared social video brands of Super Bowl 2013: Budweiser claims top spot

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By Jennifer Faull, Deputy Editor

February 12, 2013 | 2 min read

According to data compiled by the Unruly Media, Budweiser’s video ads attracted the most shares across the social web during Super Bowl 2013.

Driven by the success of the beer brand’s ‘Brotherhood’ advert– the 14th most shared ad of all time – it attracted 2,087,488 shares, 434,250 shares across Facebook, Twitter and the blogosphere, achieving a 17.7 per cent share rate ( determined by the percentage of video viewers who went on to share the video with their social networks.)

In second position was RAM, which despite not releasing a pre-game teaser in the build-up to Super Sunday and not launching their game day ad online until the day of the big game, achieved the highest average share rate(22.4 per cent) of any Super Bowl advertiser. Its ad seen 1,653,238 shares out of 7,309,706 views.

Universal took third place with 6,715,642 total views of its Super Bowl ad offering, with 1,294,001shares giving it a 19.3 per cent share rate.

Volkswagen was the most shared brand in Super Bowls 2011 and 2012, but dropped down to fifth in 2013 with a 2.5 per cent share rate for its 13,868,788 video views.

The only other motor brands to appear in the top 10 were Mercedes-Benz and Jeep. Mercedes saw a low share rate of only 1.7 per cent, however it achieved the second-highest place for video views (13,557,884).

Dan Best, planning and international activation director at Unruly, commented on the results: “While the passive viewing figures of the Super Bowl on network TV are impressive, the buzz around the campaign happens online, where conversations and social sharing turn the spark of popularity into an online phenomenon.“Creating contagious online content won’t work by just getting the biggest celebrities or YouTube stars to promote your brand, it is about creating a powerful emotional connection with your audience.“Budweiser did just that. Their ad, Brotherhood, really touched a nerve, becoming the third most shared Super Bowl ad of all time within just five days, easily doubling the number of shares The Force attracted in the same period in 2011.”

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