The renowned SXSW experience wrapped up in Texas last week, and at an event marked by innovation and brand initiatives, the Austin-based digital agency Drumroll created a measurement tool to monitor the 'buzz' about the brands at the event. The 'Brand Love Score' algorithm monitored Twitter throughout the event. By looking at the sentiment and impact of each tweet, and assigning it a value, the team was able to provide a Brand Love Score for each participating brand.
The algorithm was built in-house and is based on the same core principles the agency uses in its client work.
Although the data indicate that Game of Thrones, YouTube, Jozu for Women, Inc., Sony, and Twitch were the most talked about brands across SXSW, converting it into 'brand love' indicates that IBM Systems had the highest score of 47.67. Another top scorer was WWE (47 points), Human Rights Foundation (44.8 points), Twitch (42 points) and Nickelodeon (41.6 points). Twitch was the both the most talked about brand in the top five and one of the most loved brands.
The Brand Love Score also measured favorite brands to see how they compared to each other during SXSW. As an example, see the side-by-side comparison between Uber and Lyft on the video above. Both brands were thrown into the conversation during SXSW, due to the fact that both ride services no longer run in Austin.
The overall event offered an innovative way to measure how brands, music, film and technology measure up to over 100,000 people who attend this event. With some of the strongest and most innovative brands at the show, this made this the perfect place to focus on brand love.
“What’s great about SXSW is that most brands focus on creating experiences purely for the purpose of engagement rather than a transaction," said founder and chief executive Kirk Drummond. "This approach tends to result in much higher levels of brand affinity."