EvoApp and McKinney Crown Kia Winner of Social Bowl 2012

DURHAM, N.C. -- Ad agency McKinney and business analytics provider EvoApp today declared Kia the winner of the Social Bowl 2012, an in-depth analysis of Super Bowl ads and their impact on brand performance for several months following the Super Bowl.

EvoApp, a Durham, NC-based creator of business intelligence applications, partnered with independent agency heavyweight McKinney to analyze social conversations around Super Bowl 2012. Using EvoApp’s real-time data analytics platform, the two companies conducted an in-depth analysis of all 35 non-media brands that not only advertised during the game but also leveraged social media to build a solid foundation for continued success. The goal was to understand the business impact of Super Bowl marketing investments.

Users can see results and score cards for each brand on the Social Bowl website, as well as follow the conversation on Twitter using #socialbowl.

The site provides score-cards based on three high-level variables: Social Momentum, Digital Interest, and Value of Social Engagement, compounded to create an overall composite score. All 35 brands that aired Super Bowl ads are then ranked in order of performance.

“Social Bowl is unique in its analysis of the ROI from Super Bowl ads and the surrounding social conversation” said Kip Frey, EvoApp President and CEO. “We have created a platform to quantify and measure the impact of these high-value investment decisions on each advertised brand, rather than simply hosting an ad-spot popularity contest.”

“Next year, we aim to collect and analyze more behavioral data in order to generate consumer insights for different product categories” said Joe Davy, EvoApp Founder and Chief Product Officer. “We will analyze this data based on the intent or primary ROI metric of each brand, allowing us to really quantify the business impact of these investment decisions.”

Social Bowl Methodology

EvoApp used its proprietary technology to track and analyze social metrics such as trending themes, sentiment, influence, and share of voice. The company then employed the EvoApp platform’s advanced analysis capabilities and custom metrics such as cumulative sentiment, media value and change in influence, to determine the impact of Super Bowl social conversation (over 30 million tweets, Facebook posts, forum and blog mentions) on three high-level variables: Social Momentum, Digital Interest, and the Value of Social Engagement. Together, these metrics enabled sound comparative measurements of business and digital traction for each Super Bowl brand.

Courtesy of SunHerald.