Forty ads, nearly 100,000 tweets, and over 50,000 participants later and BrandBowl2010 is a wrap. It was a lot of fun to work on, and hopefully you found it interesting to participate in or just watch from the sidelines. Our partners at Mullen have posted the detailed results and some great analysis over here, but these are the highlights:

BRANDBOWL TOP THREE
1. Doritos
2. Google
3. Focus on the Family

TOP NET SENTIMENT*
1. McDonald’s
2. Dr Pepper
3. Universal

TOP TWEET VOLUME
1. Doritos
2. Google
3. Focus on the Family

LOWEST SCORER
Budweiser Select55

There were some clear leaders in volume and conversation ramping up to the game that held on to the end. Doritos and Focus On Family had momentum going in and stayed in the top ten throughout to land in the first and second spots.

Brands that garnered solid pre-game buzz, like Audi, didn’t make the final ten, but still placed respectably as runners up. Others came out of nowhere to capture top spots, including Google, which you could almost see coming through pack. Google’s ascent to the top started with speculation and a growing amount of mentions, and ended with the tech giant jumping to second place and holding it once its spot aired. Vizio also came on strong at the end to secure a top-twenty mention.

If you’re wondering how the data was collected and ranked, here’s some background: the brand mentions were gathered on the Radian6 platform using sets of keywords. The keywords were selected to pull as much of the conversation as possible without bringing in a lot of unrelated discussion. As the ads aired, the keywords were tweaked to reflect the major elements of the ads and pick up as much of the conversation surrounding them as possible.

Results were based mainly on volume, but sentiment was also applied to help calculate ranking. The feeds of brand mentions were passed along via the Radian6 API and turned into the visuals and charts you saw on the BrandBowl2010 site. On the site, sentiment scores were calculated after filtering out the neutral posts. The wrap-up stats were provided via the Radian6 platform.

The most outstanding players of the big game are the smart folks at Mullen, who lead and conceived this whole project. We’re thrilled to have been a part of it. Thanks to everyone who tweeted, visited the site, or participated via the #brandbowl hashtag. BrandBowl2010 was a team effort that worked because everyone showed up and played hard on game day.

*This ranking doesn’t represent brands with the highest volume of positive sentiment, but rather those that received the highest ratio of positive to negative sentiment.