July 14, 2013
The annual competition for the Heisman trophy is one of our favorite things to watch at Emory Sports Marketing Analytics because it is the perfect synthesis of marketing and sports. While the Heisman marketing campaigns started to attract public attention with Oregon’s notorious Joey Harrington billboard in 2001, we now have the tools to do real time tracking of the buzz that surrounds Heisman candidates.
This fall we will be monitoring the race for the Heisman using a combination of performance, marketing and social media data. To begin our series, we collected Twitter activity for the past 90 days for all the Heisman candidates that currently have betting lines established. We then ranked the candidates and created the pie chart below that shows the share of tweets of the top five candidates. The “other” category is the share for candidates ranked 6 through 10.
Over the course of the season we will update the chart each week and provide data that explains each week’s changes. This is something of an experiment for us as we don’t really know how closely social media buzz will correlate with eventual Heisman voting or even how marketing campaigns and on-field performance will drive weekly changes.