COOLEST CONSOLES EVER: Brand Frenzy Over Gaming Consoles, Bud Light and Philly Cream Cheese Lead Trend on Social
NEW YORK – After a huge launch through major ad campaigns for Sony PlayStation and Microsoft Xbox video game consoles, other brands wanted to get in on the action with sort-of real and not-so-real branded game consoles. Two that have received a great deal of social media buzz are Bud Light and Philadelphia Cream Cheese, according to international social media analytics firm Talkwalker.
Bud Light introduced the BL6, which includes actual hardware – and a drink cooler inside – and they will sell a small number of the systems as charity auctions with all proceeds donated to the National Restaurant Association Educational Foundation’s Change is on the Menu program.
On the other hand, the Philadelphia Cream Cheese version – the Philly Series 5 kit — includes a special spring-form pan that contains the key ingredients to make a cheesecake, such as “five cream cheese bricks of power, ultra HD white chocolate and the latest 3D cookie crumb technology” and sold for $4.99.
In the social media wars, Bud Light’s BL6 has received two times as many mentions as Philadelphia Cream Cheese’s Philly Series 5, Talkwalker reported. But that’s not the only metric.
The BL6 has generated 9,300 engagements since its announcement, compared to 1,600 for the Philly Series 5.
Sentiment around both pseudo-consoles is positive, since these are fun stunts, but the Philly Series 5 is the winner here, with 44 percent positive sentiment to the BL6’s 31 percent.
Gaming’s biggest Bud Light fan, TimtheTatman is a fan:
I need one of these…
— timthetatman
Bud Light and gaming… sounds like the perfect combo to me! @Budlight @BudLightGaming #BL6 https://t.co/sCtAF6UeRG(@timthetatman) November 17, 2020
So was this person: https://twitter.com/keesh808/status/1328825049147527168
The Philly Series 5 also won plaudits from fans:
Demographics are very interesting, according to Talkwalker, with only 3.8 percent of people talking about the BL6 self-describe themselves as aficionados of consumer electronics. The Philly Series 5 isn’t actually a console, but its share of self-described consumer electronics fans is 11.3 percent.
Age-wise the BL6 console is being talked about mostly by Millennials: 55 percent and Gen Z: 30 percent. Gen-X makes up only 15 percent of the conversation around the BL6.
Considering the Philly Series 5 is actually something you prepare in the kitchen, perhaps it should be expected that Gen X makes up a larger proportion of the conversation around it – 36 percent from Gen X, 42 percent from Millennials, and only 21 percent from Gen Z.
Geographically – the BL6 received more mentions overall, and generally received more in most countries than the Philly Series 5. But the cream cheese baking kit was more popular than the BL6 in Spain, Bermuda, Indonesia and Russia.
Here are the brand tweets:
About Talkwalker
Talkwalker is a social listening and analytics company that empowers over 2,000 brands and agencies to optimize the impact of their communication efforts. We provide companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels.
Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. Talkwalker has offices in New York, Luxembourg, San Francisco, Frankfurt, and Singapore. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide.
