UT providing live social media critiques of Super Bowl commercials


USTIN (KXAN) —  Advertising students and faculty from UT Austin will provide critiques of Super Bowl commercials in real time.

It’s for the fourth annual TAPRBowl, which you can follow along with starting at 5:30 p.m. You can follow the Stan Richards School of Advertising and Public Relations under the hashtag #TAPRBowl on Twitter and Instagram.

These Longhorns will evaluate each ad based on whether there’s a strong emotional hook, whether the ad is relevant to the company’s brand, and how likely a viewer would be to share the ad with friends.

As the team pushes their analysis out, they will also be taking in data about how the rest of the social media world is perceiving the commercials. They will use social media tracking tools to analyze posts, where interactions are happening, demographics and spikes in traffic throughout the evening.

“From a learning standpoint, in our class — it’s a social media class — all the big brands are tracking the social that takes place around the commercials. For the students, it gives them a real hands-on experience they can use as they move on into the workplace,” Professor Gary Wilcox said.

Keely Kennedy, who is in her second year of her Master’s degree program at UT, said this type of work is exactly the social media public relations work she hopes to be doing when she graduates.

Kennedy notices that this year medieval themes were popular across several ads, as were hashtags that spread common themes between TV commercials and online content.

Overall, Kennedy enjoyed doing all this analysis from a bar.

“It gets loud during the game, but it gets super quiet during the commercials because we’re all trying to hear what’s going on and hear what all the new brands are going to say,” Kennedy laughed.

Wilcox noted that their class will see their website engagement “go off the charts” during the Super Bowl.

You can watch the Super Bowl Sunday night on KXAN.

Copyright 2021 Nexstar Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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