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Volkswagen is the most shared Super Bowl brand of all time, according to data released by Unruly today.
The auto manufacturer’s ads have attracted more online video shares across the social web* than any other Super Bowl sponsor.
Driven by the huge success of 2011 campaign ‘The Force’ – also the most shared ad of all time – the German car maker’s ads have attracted a total of 7.07 million shares across Facebook, Twitter and the blogosphere.
It puts VW just ahead of Budweiser (6.95 million), who scored a major success with last year’s runaway hit “Brotherhood”, and Universal Pictures, who finished third.
Super Bowl regulars Doritos, Chevrolet and M&Ms also feature in the top 10. However, Coca-Cola, Kia, Honda and Pepsi all miss out.
It also means that the Autos sector is the most popular vertical at the Super Bowl, attracting 11.81 million shares altogether. CPG is second with 9.56 million, while Entertainment is third with 4.01 million.
Unruly’s Top 10 Super Bowl Brands data is based on data from the Unruly Viral Video Chart™ and Unruly Analytics™, which ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere as opposed to the number of views.
As such, it’s a true measure of a brand’s viral success, ranking branded content by the volume of active pass-on rather than the more passive metric of video consumption (views).
Stats are based on the top 200 most shared Super Bowl ads of all time and were compiled on January 21, 2014.