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

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.

PlayStation's "It's Time to Play" campaign last year also generated strong social media buzz, putting the video game brand in the No. 1 spot for the second year in a row as the world's most popular gaming console, per Engagement Labs. The Sony-owned brand ranked ahead of Nintendo and Xbox, whose fans also shared their branded content on social media, extending the reach of the campaigns. Video game narratives make for compelling content in advertising and marketing, Ed Keller, CEO of Engagement Labs, said in a statement.

AARP rose to the No. 1 spot in offline brand sharing with its "Saving for Retirement" public service announcement in collaboration with the Ad Council. Cosmetics brand Avon was ranked No. 2, generating conversations among its more than 200,000 sales representatives in the U.S. who act as brand ambassadors, per Engagement Labs. The firm's study highlights how advertising drives conversations among consumers and leads to an estimated 19% of purchases, according to its analysis published in the MIT Sloan Management Review.