January 28, 2015

What Super Bowl ads will score a touchdown with the EMU community? Students to measure social media sentiment in ‘EMU Tweet Bowl’

Students in marketing, computer information systems seek to provide valuable snapshot of college community to advertisers

YPSILANTI – Many of us like to watch, laugh at, criticize and share sentiments about the very best and worst — Super Bowl ads, that is.

With so much at stake, Super Bowl advertisers need every advantage to win customers.

To help make their jobs easier and to offer an interesting community snapshot, Eastern Michigan University marketing and computer information systems students are conducting research to evaluate 2015 Super Bowl ad favorability in real time among hundreds of EMU students, faculty, staff and alumni.

Calling themselves Team ADA (Advertising Data Analytics), EMU College of Business marketing students will monitor and evaluate how often and what the EMU community Tweets about as it views Super Bowl ads.

Over the last month, the marketing students have been staffing tables at the College of Business and the Student Center, collecting hundreds of Twitter handles from members of the EMU community in order to be able to monitor reactions to the various ads.

The event is called the “EMU Tweet Bowl.”

“Advertising agencies evaluate the performance of commercials using focus groups and large scale surveys,” said Soliman Almahmoud, co-chair of the EMU Tweet Bowl event. “Team ADA wants to do just the same thing, but at no cost to advertisers by using social media and observing how much the EMU community engages with commercials.”

The students plan to share their research this year and in future years with various advertisers.

The Super Bowl, matching the New England Patriots and Seattle Seahawks, will kick off at 6:30 p.m. Sunday, Feb. 1 in Glendale, Arizona. The game will be telecast on NBC.

Team ADA’s Twitter handle is @emutb2015 and its Facebook page is https://www.facebook.com/emutb2015

Results will be posted on the team’s Facebook page.

To request research results or for more information, contact Catherine Rowley, 517-795-4787, crowley3@emich.edu.

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Contact Geoff Larcom, glarcom@emich.edu, 734.487.4401

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