Advertising/Marketing

Lego, Nike See Engagement Boost With Back to the Future Anniversary

By Karen Fratti 

Nike-Air-Mag-Back-To-Future-Shoes-Mens-Nike-Back-To-The-Future-Sneakers-SDH15-7028It’s Back to the Future month and brands are getting some unexpected October action thanks to the classic movie. So a re-release and celebrating the day Marty and Doc go back in Back to the Future 2 is good for everyone. Amobee Brand Intelligence analyzed the digital content engagement around the associated brands and there are some interesting takeaways.

Back To The Future Engagement By Brand

Ranking of which brands had the most digital content engagement around the film between Jan. 1 – Oct. 7, 2015.

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  1.    DeLorean
  2.    LEGO
  3.    Nike
  4.    Lexus
  5.    Pepsi
  6.    The Cubs
  7.    Jaws 19
  8.    BMW
  9.    Amazon Prime
  10.  Jetpack Joyride
  • The brand most associated with the movie was of course DeLorean, which was mentioned in 12 percent of all Back To The Future related digital content engagement between Jan. 1 – Oct. 7, 2015. While the original DeLorean car brand went out of business in 1982, two years before the first BTTF movie was even released; in 1995 an unaffiliated DeLorean Motor Company bought the rights to the “DMC” logo and and began to sell and service refurbished DeLoreans, so there still is a brand to benefit from the time machine association. 40 percent of all digital content engagement around the DeLorean Motor Company was Back To The Future related between Jan. 1 – Oct. 7, 2015 confirming how dependent the company is on continued interest around the film to lift awareness.
  • LEGO has the been the brand second most associated with Back To The Future, mentioned in 4 percent of all digital content engagement around the film between Jan. 1- Oct. 7, 2015. Aside from such merchandise as a LEGO DeLorean set; 41 percent of the Back To The Future digital content engagement around LEGO was related to the LEGO Dimensions video game. Dimensions features characters from 14 different franchises including BTTF, and Michael J. Fox and Christopher Lloyd reprise their icon roles from the film in LEGO form for the game.
  • Nike has been the brand third most associated to Back To The Future, appearing in 3 percent of all digital content engagement around the movie between Jan. 1 – Oct. 7, 2015. Back To The Future Part II featured Marty McFly wearing a sneaker specially designed by the brand for the movie called Nike MAG which was supposed to be a self-lacing shoe. It’s long been rumored that Nike is going to release a new 2015 edition of the MAG to coincide with the anniversary and an original pair of the sneakers just sold at auction for $84,000.
  • Meanwhile, Lexus was mentioned in 2 percent of all digital content engagement aroundBack To The Future between Jan. 1 – Oct. 7, 2015. In likely the most ambitious tie-in ever around the film, Lexus using series of magnets and superconductors cooled by liquid nitrogen created an actually functional hoverboard, which in turn lifted Lexus association to innovation. Around the release of the Lexus Hoverboard Demo, Lexus became 125 percent more associated with Innovation, comparing June 24-25 to June 22-23.  Lexus digital consumption also increased 639 percent on June 24-25 compared to June 22-23, with an amazing 99 percent of all digital consumption around Lexus between June 24-25 directly related to the Hoverboard video.
  • Pepsi was also mentioned in 2 percent of all Back To The Future digital content engagement between Jan. 1 – Oct. 7, 2015. The brand announced that they’d be releasing a limited amount of Pepsi Perfect bottles for sale to the public, which was the cola of the future featured in Back To The Future Part II. Between Oct. 5-6, 27 percent of all Pepsi digital content engagement was around Pepsi Perfect.
  • 1 percent of all digital content engagement around Back To The Future between Jan. 1 – Oct. 7, 2015 was around The Cubs; as in the 2015 of the BTTF universe the team finally wins the World Series. With The Cubs making the playoffs this year; Biff’s sports almanac may still be proven right.
  • 1 percent of all digital content engagement around Back To The Future between Jan. 1 – Oct. 7, 2015 also mentioned Jaws 19. Another joke from Back To The Future Part II, Universal has marked the 2015 milestone by releasing a new fake trailer for the shark movie. Considering the popularity of the Sharknado TV movies; Universal might have missed out on an opportunity by not actually producing and releasing the schlocky sequel.

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