Groupon entered TV’s biggest game as one of the most loved and pristine internet companies in recent memory…
Social conversation monitoring pre and post Super Bowl suggests that the brand left the game licking its wounds, while its more than 100+ million viewers left feeling a little perplexed and a little more fumed. Following the showing of a couple irreverant spots, Groupon’s brand sentiment in online conversations dropped by 27% pre-post game (based on third party semantic analysis of consumer chatter 1/10 – 2/9).
If looking for a causal relationship, chatter specifically mentioning Groupon’s Super Bowl commericals had sentiment levels of 47% negative and only 27% positive – the first time I’ve ever seen a major advertiser receive mostly negative feedback from a major advertising initiative.
As always, a silver lining exists; bad publicity and all, the amount of conversations about Groupon online are up over 200% in the few days following the game. If that was all part of the plan, then it was a ballsy move. But the good money is betting on the fact that this was a huge F$*% up. 100+ million eyeballs and not a single one of those people walked away feeling better about Groupon, or becoming aware that Groupon is actually quite a charitable organization. Most just thought it was rude.
Wow Groupon and Crispin….if you’re tracking mentions online like I am then you’ve already seen this closing statement on twitter –
(Groupon) “What were they thinking?!?”