Study finds X banter with competitors is good for product launch

""The degree to which social media engagement translates into sales has been an open question, but a new study shows playful banter can drive in-store visits.""

""The authors mean banter and not disparaging attacks; the tone must be playful, without a planned marketing strategy like the cola wars.""

""Engaging in a little banter with rival brands on social media notably drove offline sales, particularly for Popeye's after their product launch.""

""Chick-fil-A's engagement in banter with Popeye's likely boosted Popeye's sales, but did not generate a similar increase in store visits for themselves.""

A recent study reveals that engaging in playful banter on social media can drive sales, particularly evident during the 2019 interactions among Popeye's, Wendy's, and Chick-fil-A. The lighthearted exchanges led to a dramatic increase in tweets and a 54% rise in Popeye’s in-store visits. The study highlights that the key is spontaneous banter rather than intentional attacks, which can inadvertently benefit rivals. Chick-fil-A's engagement in this sort of banter likely helped Popeye's visibility, revealing the potential pitfalls of competing brands engaging online without strategic foresight.

Read at Phys