What Burger King, Nike, McDonald's, the iPhone and... Sun Drop (?) Have in Common
Bluefin Labs Tracks the Most Social Brands Advertising on TV
- The time range for this analysis is the four-week period from April 2 to 29. Burger King commercials were the most-talked-about, but as my colleague E.J. Schultz reported, some of the buzz was intensely negative, thanks to a pulled spot starring Mary J. Blige. So arguably the real winner here is Sun Drop, the citrus-flavored soda from Dr Pepper Snapple Group.
- "If you look at the ad-airings graph for Sun Drop," says Bluefin's Mike Guigli, "it's clear they have a methodical strategy: advertise for a week then take a week off. Even though Sun Drop ranked No. 2 for the four-week period, during the weeks that their commercials were televised, Sun Drop ranked No. 1. When you think about it, that 's really quite impressive, given that the other brands at the top of this list include category leaders and top TV advertisers."
- Why do Sun Drop spots generate so much buzz? Well, have you ever seen one? Of course you have -- but if you need a refresher course, head over to Sun Drop's official YouTube channel. Really, the brand's intentionally dorky, dance-centric spots seem tailor-made to exist as memes, not just ads.
- Added bonus: If the dancing and the music ("Drop It Like It's Hot" and "Too Much Booty in the Pants") aren't hook-y enough for you, some of the spots even have a little micro-narrative, with the Sun Drop Guy and the Sun Drop Girl finding true love. For the full backstory, feel free to devote the next three minutes and 35 seconds of your life to watching the Sun Drop "short film" titled "Citrus Soulmates."
Stay tuned to AdAge.com for more data from Bluefin Labs. For more about Bluefin, visit its website.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. Follow him on Twitter @simondumenco.