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2nd Annual Wharton Future of Advertising Super Bowl Ad "Tweet Meet"

February 7, 2012, Volume 58, No. 21

The Wharton School of the University of Pennsylvania’s Future of Advertising (FoA) Program hosted the second annual “Wharton Future of Advertising Super Bowl Ad Tweet Meet” featuring thought leaders from across the industry along with Wharton marketing professors commenting on Super Bowl TV ads live via Twitter. They rated ads in four key categories, assessing creative, business and social impact.

This panel Tweeted their impressions about the ads shown in the big game. The Tweet Meet featured a panel of experts and pundits including Wharton marketing faculty, advertising executives, students and journalists. Among those who weighed in with praise, criticism and/or befuddlement: 

• Scott Goodson, founder and chairman, Strawberryfrog (@scottfrog)
• Brandon Berger, chief digital officer, Worldwide, Ogilvy & Mather (@brandonberger)
• Faith Popcorn, founder & CEO, BrainReserve (@FaithPopcorn)
• Regan Ebert, vice president of marketing, Dr. Pepper Snapple Group (@ReganEbert)
• Jennifer Rooney, CMO network editor, Forbes (@jenny_rooney)
• David J. Reibstein, professor of marketing, the Wharton School

“Our inaugural Tweet Meet last year was phenomenally successful and we expect an even greater response this year,” Catharine Findiesen Hays, managing director of the Wharton FoA Program noted last week. “This initiative is part of our year-long efforts to bring together Wharton scholarship, advertising agencies, media and corporate marketers for creative dialogue. With the support of our Global Advisory Board and the event’s co-creator, Scott Goodson, chairman of StrawberryFrog, we have assembled some of the finest minds from across the new, more broadly-defined field of advertising and marketing.”

Mr. Goodson, who authored Uprising: How to Build a Brand and Change the World by Sparking Cultural Movements, said, “The Super Bowl is the largest marketing event of the year. Some of the best, most talked about marketing is launched on the Super Bowl. Others use it as an opportunity for marketing innovation. All of us on the Second Annual Wharton Future of Advertising Super  Bowl Ad Tweet Meet will be giving our colorful comments live—thumbs up and thumbs down ­and debating the cross cutting implications of the ads.”
According to Ms. Hays, a new addition to the Tweet Meet is the rating of ads live during the Super Bowl by panelists. Panelists judged ads in four categories:

1. Word of Mouth (wom): Will members of the public really love it and will they talk about it online and offline?
2. Creative Excellence (ce): Is the ad creatively excellent?
3. Business Impact (bi): Will this achieve the advertiser’s business objectives?
4. Societal Impact (si): Will this campaign have a positive impact on society?

Results of the judging are at www.myfoa.net


Almanac - February 7, 2012, Volume 58, No. 21