The 3% Conference and DigitasLBi are partnering with Instant Census and The Representation Project to mobilize a thousand female consumers and female ad creatives to live-tweet to brands and their agencies in response to Super Bowl ads this Sunday.
There will be three on-site events to create a social conversation about the ads during the game using the hashtags #3PercentSB, #NotBuyingit, #MediaWeLike and #InstantCensus. Other participants are invited download The Super Bowl Tweetup Scorecard at 3percentconf.com to call advertising touchdowns for brands "scoring well" with #MediaWeLike and "fumbles for those in need of improvement" with #NotBuyingIt.
Collectively these tweets will provide immediate measurable data enabling DigitasLBi to learn which ads are resonating with women, which ads have alienated them and why via a real-time census.
“Media is the message and the messenger, and the content of advertisements matter,” said Jennifer Siebel Newsom, founder and chief executive officer of The Representation Project. “It is because of conscientious consumers speaking up over the past few years that we have actually seen a shift in advertising during the Super Bowl and beyond. By being able to track and record feedback in real time, we can continue to advocate for ads that depict men and women as more than extreme and harmful gender stereotypes."
Last year, the Tweetup hashtags generated 59 million impressions.