May 15, 2020

PlayStation Ranked #1 Online While AARP Grabbed the #1 Spot Offline

Video Game Industry Dominates the Top Online Talkworthy Marketing Campaigns, While Beauty and Personal Care Produce the Most Talkworthy Campaigns Offline

Nintendo stands out among 600+ brands as the only one to place in the top 10 both offline and online. Nintendo moved from third to second place for the most talkworthy marketing campaigns online, while Nintendo Switch ranked number 9 for offline brand sharing. Driving the brand’s charge to the top of 2019 were its kickoff marketing of Animal Crossing, successful sales of video games like Super Smash Bros. Ultimate and Pokémon Sword, to eSports tournaments and events.

PlayStation, the video game console, and AARP, the advocacy organization for the 50+ population, grabbed the top spots of the brands most successful in driving consumer conversations with advertising and marketing. PlayStation bested in social sway for online (via social media) and AARP for the role of paid and owned media in driving offline buzz (primarily via face-to-face conversations). The brands surpassed more than 600 brands to take the first positions of Engagement Labs’ TotalSocial® system in this year’s TotalSocial Brand Awards series in the Most Talkworthy Marketing category.

Advertising and marketing is a great conversation starter. It reminds people why they like the brand, or what is new and worth checking, thus providing a trigger for conversations and recommendations. Media/marketing plays a significant role in driving conversation, which in turns play a crucial role in the decision-making process, driving an estimated 19 percent of purchases, according to Engagement Labs’ analytics published in the MIT Sloan Management Review. About half that impact comes from offline conversation and the other half from social media, making it important for brands to master both.

Read the full MarTech Series article, here.

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