So Radian6/Mullen focused just on Twitter and here is how they ended up ranking the “conversation” around the SuperBowl Ads
Alterian (aka Techrigy) began a listening project back on December 1st to track the buzz surrounding Super Bowl advertisers.
http://www.alterian-social-media.com/buzz-bowl/buzz-bowl
Pretty interesting where things net out, particularly when you go beyond the singluarly focused Twitter filter of Radian6/Mullen. Not to mention that almost all of the participants in the Radian 6 & Mullen project were in some way shape or form connected to or in marketing as a career.
In the end many Social Media Marketing enthusiats oogled about Google but in the greater conversation scope beyond Twitter, Alterian shows them basically a push in terms of the Super Spenders. Pepsi got its money’s worth by pulling the elusive and unrepeatable stunt, while Anhueser Busch via its parental proxy InBev continues to prove they are probably better at writing for Comedy Central and SNL then they are at making beer.
From an engagement perspective I loved what Radian6/Mullen did, although I get a little more plausible value out of Alterians picture. Next event it would be cool to see if Radian6/Mullen could pull is a Seesmic Look (assuming it achieves its aim) or Facebook Connect to expand beyond an audience of like minded individuals.
