My latest post at The Drum is based on data from Amobee that looked at which brands got the biggest buzz boost from their association with Guardians of the Galaxy Vol. 2:
One big part of the campaign has been the work from cross-promotional partners, the companies and brands that wanted to get a bit of that word of mouth and create positive connections between Guardians and their own products. The movie’s official website lists 11 companies that officially signed on, but when you factor in licensed products and other details, that list grows substantially.
Advertising technology firm Amobee ran the numbers to see which of those brands were seeing the biggest pop, the largest benefit, from that association. To do so they analyzed mover 600,000 sites, including video, social and more, to see what people were saying about the partner brands and find out where the strongest connections were happening and ranked them by the volume of digital content engagement in the month leading up to release: