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Audi's #SoLongVampires jumps from TV to Twitter

February 5, 2012 |  4:39 pm

Screenshot at 2012-02-05 16:17:19

As Show Tracker's T. L. Stanley already documented, Audi wasn't afraid to chase a trend with its vampire-themed Super Bowl ad. And now that has it trending on Twitter.

At the end of the ad, Audi encouraged TV watchers to tweet about it by showing the hashtag #SoLongVampires on screen. According to an analysis of Twitter postings by Kanjoya, a San Francisco company that uses a computer algorithm to detect emotion in social media posts, there were approximately 4,000 mentions of the hashtag around that time. Amusement was the most common emotion identified by Kanjoya's system.

But tweets about the hashtag were greatly outnumbered by tweets about Audi itself, suggesting most writers preferred to skip using the hashtag.

"Mentions of the brand were about 50% higher than mentions of the tag," said Kanjoya Founder Armen Berjikly. "So people talked Audi more than #SoLongVampires."

Watch the ad here:


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-- Ben Welsh