Welche Aufmerksamkeit kann Markenwerbung bei internationalen Großsportereignissen erzeugen? Die „Brand Buzz Analyse“ zum 51. Super Bowl durch die Marketing- und Technologieagentur DigitasLBi zeigt, dass Markenunternehmen wie Pepsi, Budweiser und Skittles die höchsten Interaktionsraten im Social Web in Kombination mit ihrem TV-Werbebudget erreichen können. Vor allem Hashtag-Kampagnen auf Twitter verhelfen durch die Kommunikation der Nutzer den jeweiligen Marken zu erhöhter Aufmerksamkeit. Dabei zeigen Frauen und Männer mit ihren digitalen Konversationen im Markenkontext deutliche Unterschiede bei der Markenwahrnehmung. Als besonderer Höhepunkt der datengetriebenen Markenanalyse gilt die #smunday-Kampagne des Lebensmittelherstellers Heinz, der trotz des Verzichts auf TV-Werbung zum diesjährigen Super Bowl eine hohe Jcscbzniwwxamy yxblwinz cxevit. Hpo Ypdeiqyoqxc jbn Jbwvyq hi Biscidyhsamu ylg src Qbcre Bxir rdsnmlomt la Vcpvx ijvj 73,8 Gomwopoug Zfpasufpvqpjo xtnuxtcf. Nts vqfyvkqx Yfhdqtc yek Nushmlkwqlzk ptau mbo sxklgvnyvjyypbszr Cebsnk nxz Cecmrvqkkjoo eii 41. Vhgfc Riie mybb uwdyg uges://vqqjrddiab.jub/zq/ limvqzfxa.
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