The World's Buzziest Brands

Products we can't stop talking about

NBCUniversal Integrated Media launched the Brand Power Index (BPI) in 2010 to pinpoint the 500 brands consumers are talking about the most. The BPI’s methods for measuring the impact of multilayered marketing campaigns were born from some of the same techniques NBCU uses to evaluate the success of its own partnerships. Proprietary analysis—based on in-person conversations, social media chatter and search queries—is produced each quarter, then again annually. Here are the brands that saw the greatest increase in consumer interest in 2012 versus 2011, according to NBCU’s research.

An early adopter of mobile payments, Starbucks announced a $25 million investment in the startup Square in August 2012, enabling the coffee chain to expand mobile-payment functionality to 7,000 stores by last fall. Paying for lattes with their mobile devices resonated with consumers and contributed to Starbucks’ 30 percent jump in buzz.
2012 rank: 26
2011 rank: 37
Change: 30 percent

Burger King
Last year, Burger King introduced a slate of healthier menu choices, including salads, chicken wraps and smoothies. While it was not the only chain to offer lighter options, BK differentiated itself with a diversity of celebrity pitchmen and pitchwomen, from Jay Leno and David Beckham to Sofia Vergara—a move that resonated with fans of fast food.
2012 rank: 40
2011 rank: 49
Change: 18 percent

To celebrate the cookie’s centennial, a campaign dubbed “Daily Twist” linked the iconic cookie to current events over the course of 100 days, playing it up across social media including Tumblr, Facebook and Pinterest. The kick-off Rainbow Oreo for Gay Pride month was joined over the hundred days by a Shark Week cookie, plus nods to the Mars Rover, Comic-Con and the Olympics. The campaign culminated in a live event in Times Square and a crowdsourced ad in real time. The instantly classic campaign catapulted Oreo up the BPI nearly 300 spots.
2012 rank: 198
2011 rank: 494
Change: 49 percent

Red Bull
The energy drink brand captured the world’s imagination with Red Bull Stratos, a sponsorship of Austrian skydiver Felix Baumgartner’s space dive from a record 24 miles above the Earth. Over 8 million people streamed it live via YouTube. With continued viewing of the video online, social media chatter and coverage in broadcast and digital news, the stunt helped Red Bull jump 16 percent on the BPI.
2012 rank: 144
2011 rank: 172
Change: 16 percent

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