ScarJo is throwing down The Terminator when it comes to Super Bowl teaser-ad campaigns, according to brand management firm Kontera.
The actress Scarlett Johansson, appearing in a Super Bowl ad for SodaStream, has helped the company boost consumers’ interest in the brand more than 700 percent.
And that’s just for the teaser ad — Madison Avenue’s latest must-have accessory. The teaser ads are ads for the upcoming Super Bowl spot.
Arnold Schwarzenegger appears in a teaser ad for Bud Light, and consumer interest on the beer brand fell after the spot ran over Martin Luther King Jr. weekend.
Of course with Bud Light being such a well-known brand, “Ahnold” would need a lot more muscle to move the needle.
Kontera, which provided the aforementioned insights, measures consumer “consumption,” defined by people actively seeking out video and text about a brand.
It compares consumption in the days before and after the teaser ads.
For Schwarzenegger and Bud Light the news wasn’t good. Consumer interest in Bud Light was down 25 percent versus the two days before the teasers were released, according to Kontera.
A spokesman for Budweiser wasn’t immediately available.
Teaser winners were: Nestle’s Butterfinger; SquareSpace, a website-building firm; Axe; and Quickbooks’ owner Intuit.
Kontera said teaser ad failures include Pepsi and Doritos. Nine Super Bowl commercial teasers have been released so far.