Pepsi’s anti-cyberbullying campaign with the #makeithappy hashtag, along with McDonald’s push to “Pay With Lovin’” appear to have helped land both brands at the top of three of YouGov BrandIndex’s consumer perception metric charts tracking Super Bowl advertiser impact after the game.
Pepsi racked up the most gains among Super Bowl advertisers in the fundamental Buzz metric, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
Half of the biggest gainers in Buzz were car brands. Luxury international car makers Mercedes Benz and Lexus tied for second biggest gains. Mercedes took an animated twist on the old “Tortoise and the Hare” tale, while Lexus had a fast-cut spot focusing on the new NX, edited to car doors slamming and tires squealing.
Also gaining making the top 10 Buzz gainers: Toyota, BMW, and Nissan.
McDonald’s captured the biggest gains in the other two YouGov BrandIndex metrics with its unusual “Pay With Lovin’” campaign, where the chain will allow free meals to be given away randomly in exchange for acts of kindness. The burger chain just inched by Victoria’s Secret to notch the biggest word of mouth gains. Even more importantly, McDonald’s made an 8% leap in purchase consideration: 44% of consumers now say they would consider buying food there the next time they are looking for a fast food restaurant.
All measurements are for adults 18 and over.