The Day After – Chrysler Ad Continues to Influence Consumer Behavior
by Jen Roberts February 6, 2012The impact of the Super Bowl Ads continues to influence both consumer perception and behavior a day after the big game with the Chrysler ad particularly showing strength. What’s most interesting about this ongoing engagement is that it is being partially driven by consumers using purchasing language in their conversations.
In the automotive category, Chrysler ended the evening behind Chevy and Volkswagon in our Engaged Consumer ranking.
- #3 Chevy 13.1%
- #6 VW 4.4%
- #9 Chrysler 2.9%
Fast-forward to this morning and the ranking has shifted some both in order and share of conversation in our Engaged Consumer ranking:
- #3 Chevy 13.1%
- #6 Chrysler 4.2%
- #7 VW 4.0%
Drilling-down into the change, we noticed that the social indicator registering the change was related to purchase language.
Of course, one of the primary goals of for a game day ad is to persuade consumers to buy a product. So, it’s interesting that not only has the conversation continued but how the ad has influenced consumer buying behavior.
Being able to extract consumer verbatims (consumer conversations) specific to expressions of buying preference helps to isolate conversations related to individuals as opposed to other publications that are beginning to evaluate and assess the effectiveness of an ad. Organizations can continue to track the impact of their ads directly on consumers even after the big release.
