Are You Thinking What We’re Thinking?

How can Apple bring Gen X into the conversation during product launches

Looking at social listening data in a vacuum is like walking in during the third act of a movie and trying to understand what’s going on. You can hear everything they say, but you don’t know who these people are, what brought them to this point, or what it all means.

Having additional platforms at your disposal is valuable when offering your audience up to advertisers, but it can be tough to plan integrated advertising campaigns when you aren’t sure how your audience differs between channels.

While it doesn’t take sophisticated tools to figure out that beer and summer music festivals are a match made in heaven, pairing the right event and brand to secure a strong ROI is a bit more complicated. 

Imagine matching a pair of coveted “Red October” Air Yeezy 2 sneakers (which can retail for as much as $9,000 in consignment stores) with off-brand jeans. This is an extreme example of a common phenomenon: Helixa’s platform found only a sixth of sneakerheads are also engaging with high-end clothing brands, even though most of them are spending big on their sneakers. 

This weekend, Fortnite’s World Cup sold out more than 23,000 seats at Arthur Ashe Stadium in Queens (the same stadium that hosts the US Open tennis tournament), proof that the stereotype of the lone, antisocial, basement-dwelling gamer no longer holds water.