Nintendo only brand to rank in top 10 for online, offline marketing

Marketing Dive


AUTHOR: Robert Williams | PUBLISHED: May 18, 2020

Dive Brief:

  • Nintendo last year was the only brand among more than 600 to receive a top 10 ranking in both online and offline marketing campaigns, according to Engagement Labs research. The video game giant rose to No. 2 from No. 3 for having a "talkworthy" online campaign, while its Nintendo Switch console was ranked No. 9 for offline brand sharing.
  • PlayStation, the rival video game console made by Sony, had the highest online brand sharing score measured by Engagement Labs' TotalSocial report. Nintendo, Microsoft's Xbox, Pokémon, Betty Crocker, Pillsbury, Mattel, Wendy's, Lego and Nike rounded out the top 10.
  • AARP, the nonprofit that represents people ages 50 and older, was ranked No. 1 in the offline brand score, ahead of Avon, Geico, Toshiba, Hasbro, CoverGirl, ProActiv, TD Ameritrade, Nintendo Switch and Palmolive, per Engagement Labs. The firm analyzes brand mentions in online and offline conversations to develop its TotalSocial score.

Dive Insight:

Nintendo's strong showing in online and offline brand sharing reflects its 2019 marketing efforts for its video game titles and Switch console. The buzz has grown stronger this year as the coronavirus disrupts the supply chain for Switch, leading to shortages that have become the topic of news stories and social media conversations. Meanwhile, its social simulation video game "Animal Crossing" has become a big hit among people looking for online entertainment while being stuck at home during the health crisis, The Guardian reported. Nintendo needs to tackle its supply chain disruptions to help maintain momentum going into this year's key holiday shopping season.




Read the full Marketing Dive article, here.

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