Kia is the winner of the inaugural “Social Bowl,” says Durham-based social media anlytics firm EvoApp and marketing agency McKinney.

“Using EvoApp technology to power an advanced analysis of social conversation around Super Bowl advertisements (from over 30 million Twitter, blog, forum and Facebook posts), Social Bowl helps marketers understand which brands made best use of their Super Bowl ad spend. After analyzing three high-level variables: Social Momentum, Value of Social Engagement and Digital Interest, a weekly winner is chosen based on overall efficiency,” writes Sergei Dolukhanov of EvoApp.

“It ended with Kia claiming the top spot.

“Kia has maintained a 57% lift in site engagement and a 9% lift in search interest, and has maintained a healthy social momentum score throughout the past three weeks. It has made the most efficient use of on air ad-spend among auto brands, in terms of social mentions per dollar of ad spend. Their digital interest score ranks 3rd among super-bowl brands overall.”

Read more details here.

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