Sixteen ads from NCAA sponsors battled it out for the title of March AdNess champion. After a series of nail-biting matches, it came down to two ads: Reese’s “Spring Song” featuring Marvin Gaye’s “Let’s Get it On,” and Capital One’s … Continued
Marketing powerhouses Capital One and Coca-Cola gave us the tightest match yet of the tournament: after viewing the ad, Capital One’s spot featuring “I Will Survive” with Samuel L. Jackson, Charles Barkley, Spike Lee, and surprise guest Gloria Gaynor, was TIED for Purchase Intent with Coca Cola’s Cinderella ad featuring a waltz.
In the semifinals, matches are decided by Purchase Intent: how likely are panelists to buy the good or service after being exposed to the ad? In case of a tie, matches will be decided by the difference between intent pre– and post-exposure. Pre-exposure intent measures how a panelist feels about a brand before any exposure to a specific ad, while post-exposure intent (obviously) measures the intent after exposure.
The remaining 8 NCAA corporate sponsors competed in the Round of Eight to see whose ads evoke Emotions most strongly. Scoring in this round is an average of the emotions Excited and Happy, and does not include the Feeling scores from the Round of Sixteen. Whichever brand achieves this higher overall emotions score will move on to the Final Four. Competing in the second round, we have two snack giants Reese’s versus Nabisco; auto company Infiniti versus auto insurer Allstate; Capital One versus Wendy’s; and Coca-Cola versus Pizza Hut.
The initial matchup in the round of 16 features two humorous ads: Reese’s “Easter Peanut Butter Egg” and LG’s “Game On with ‘Mascots Knock‘”. Reese’s seductive ad features Marvin Gaye’s “Let’s Get it On” playing in the background, and uses the music to create an early six point lead in the attributes of Likable and Inspiring. LG’s funny looking mascots act out the commercial to a catchy guitar and drum riff, but can’t catch up to Reeses.
16 powerful and creative ads from top NCAA sponsors like Coca-Cola and AT&T will face off to see whose ads evoke the most intense Feelings. This group of brands bring a diverse set of approaches to their advertising. The styles range from the intentionally comical, like Buffalo Wild Wing’s “Foodoo”, to Infiniti’s intense and serious “Hardwood Heroes,” to the matter-of-fact ads like Buick’s “Lacrosse ‘Philly and Boston’”, to the completely music-centered Reese’s “Easter Peanut Butter Egg”.
Everyone’s talking about how teams in the NCAA match up. But what if the tournament’s sponsors competed, putting their ads in play?
Veritonic, the premier marketing analytics platform for sound, wanted to find out, so they launched March AdNess, in which ads’ sound and music go neck and neck, and only the sonically strongest survive. Full of upsets, underdog victors, and other surprises, this tournament promises to be as exciting as college basketball’s big event!
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