Is the ‘Beyonce Effect’ a Real Thing?

Beyonce Effect is real as brands skyrocket after Bey says their names

Beyonce’s man isn’t the only person she’s taking to Red Lobster.

The halftime performer’s “Formation” lyric about going to the seafood chain after good sex drove sales up 33% compared to the same Sunday a year ago, according to a statement released by the company.

“Cheddar Bey biscuits,” indeed.

Beyonce AirBNB plug

Red Lobster wasn’t the only brand that benefitted from the power of Queen B this weekend.The singer also opted to stay in a 12-acre mansion about 30 miles from the site of the Super Bowl that was rented through Airbnb. That stay won the home rental service a prominent shoutout on Beyonce’s Twitter and Facebook feeds.


Source: Beyonce Effect is real as brands skyrocket after Bey says their names | Mashable


+Commentary: Despite mentioning her name & coining it as the “Beyonce Effect” these two items were the only Bey-adjacent  & this sad tweet as proof? AirBNB saying she stayed there but no proof of an effect or clarification if she was paid to post about it?!?! While we love Beyoncé, and know she has an effect, one thinks if Mashable wanted to they would investigate Hot Sauce & black beret sales, include an infographic (they have the staff to create it, but it is passé now) of all the things she mentioned or influenced with the video, Super Bowl performance, and the entire weekend. Especially given the Faux Backlash syndrome that has now cropped up.

Yet see they made the measliest of attempts, and used all the SEO they could to prove such an effect was good for companies. Ones that probably advertise on their very pages, we could call this native advertising, but with an AdBlocker working around the clock for four years, it couldn’t be verified (just like Bey’s payday for that AirBNB IG post).

So this much is true, Beyoncé mentioning your product, using something you sell, or showing up in public & being photographed with it will immediately sell-out & create astronomical sales. The other products with accidental endorsements over the weekend listed in the article were of no consequence to us.

What intrigued me was how slyly Red Lobster to prove such an effect, and to the credit of their PR department inserted the 30% increase in sales to the same weekend last year; not, mind you, the Super Bowl Weekend last year. Which might be a better comparison for this sake, but might not make this ‘bump’ look particularly noteworthy. Plus having done accounting, those early results, no matter how sophisticated their PoS system & backend is, they can not know the particular reason their sales were increased. But let’s go ahead, for publicity purposes try to milk the Beyonce mention (which our social media team waited HOURS to act upon) and turn this into a redemption narrative. Sure.


 

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