Chrysler gamble wins, Groupon loses
March 6, 2011 5:44PM
Updated: May 10, 2011 8:13PM
Element 79/Chicago did some social media-based analysis of the impact of two high-profile 2011 Super Bowl commercials and reached a couple of conclusions that didn’t surprise us.
The agency found that TV advertising is still a potent vehicle capable of swaying public opinion. In the case of Groupon, the social media commentary turned from hugely positive to negative after the online discount coupon company ran its controversial Super Bowl spot starring Timothy Hutton. But the Chrysler ad starring rapper Eminem and touting the return of Detroit as auto capital prompted a huge increase in positive comments about Chrysler.
Element 79 also noted these ads are good examples of high- risk, high-reward advertising: Going bold can pay off, or backfire.