Study: Warmth, not celebrities, drives social shares

05/8/2014 | Adweek

Commercials that elicit psychological responses get the most shares online, and adding celebrities won't ensure a viral success, according to a study of Super Bowl ads from Unruly Media. The most-successful viral ads from this year's game relied on warmth and happiness, such as this year's most-shared spot, Budweiser's "Puppy Love." Microsoft's "Empowering" spot could have been just as big, but it was hurt by not being revealed before the game and its brand recall was too low, according to Unruly.

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