It's less than a week since the Super Bowl and after 425 healthy responses, here are the topline results, with the following caveats (or excuses...hehe):
1) This was conducted through Jaffe Juice, which makes the respondents an advertising oriented audienced. This is likely to skew the results favorably, compared to conducting the same poll with a non-advertising crowd (more about that later...)
2) The questions were Multiple Choice, again favorably skewing the results. If they had been open ended (such as what was Diet Pepsi's URL?) and I had had a staff of 100 well trained chimpanzees (on loan from CareerBuilder), I might have been able to tag and collate a bit better
3) The majority of responses came in on average 3 days after the event...again most likely favorably spiking the results
4) I was kind (more on that later...but ditto on results)
5) It was fun (ditto ditto)
With that said, I'm going to give the relative percentages, but also assign the standard US grading system of A (90%+), B (80-89%), C (70-79%), D (60-69%) and F (0-59%) I hope you'll agree that a report card of C's or worse is clearly not good for business...
Final points...don't forget to take the "intermediate" test. I'm waiting for at least 100 responses before sharing those results. For those of you with marketing/advertising blogs, please share the post and survey link); For those who have more consumer focused links, here are 2 new links for the easy and intermediate surveys. It will be very interesting and telling to see how well a predominently consumer-centric audience fares, 1 week+ after the event
Question 1: 35% correctly matched "voice activated technology" with Acura. That would be an F.
Question 2: 96% said Whopperettes, which of course is an A. On the downside, 100% said they would never step into a Burger King again due to that very offputting rendition of a burger patty, which quite frankly looked like dog crap.
Question 3: 85% said Chris Tucker which is a B. Whoopee!
Question 4: 88% said brownandbubbly.com which is a B. With hindsight, I would like to have asked, "name one thing you'll find on b&b" or "did you actually visit b&b?"
Question 5: 73% matched Cadillac to a "fashion shoot" (it was actually a fashion show) and another 14% explicitly (other) said "fashion show". I guess I could say this was a trick question, but it wasn't, so I'll grade this with an 87% or B.
Question 6: A surprising one as I thought this was a gimme. 66% correctly answered Pebl, which is a very disappointing D. That said, another 29% said Razr, which has been so dominent in the category that it could be argued should be added to the score. Although I will not be as lenient with Motorola as I was with Cadillac and therefore will not combine the two, I have no doubt that the combined sales of Razr's, Pebl's and Slvr's (9 votes) will be just fine...
Question 7: Another surprise, especially amongst advertising savvy people. Only 65% (D) named "Campaign for Real Beauty" in the Dove spot.
Question 8:71% (barely a C) said stick in the Fedex commercial. It was a stupid question really, but it's ok because it was a stupid spot.
Question 9:62.5% (D) said herestobeer.com in the Kumbaya A-B spot. Lechayim! (they left that one out in the actual commercial)
Question 10: 77% associated 5 blades with Gillette's Fusion (C). From the sublime to the ridiculous, 11% (nearly 50 people) thought the new razr had 6 blades and 2 thought 7!!!
So that's part 1 of the survey...a "C" average which might be acceptable for some and not so much for others. Take the intermediate test and see if you do as well.
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