BrandIndex's Brandweek Buzz Report: October 16, 2009

Wendy's Gets Real Buzz From Bacon Deluxe Launch

Oct 16, 2009

Only a week after unleashing its Bacon Deluxe burger and a new campaign with the slogan, “You know when it’s real,” Wendy's is generating serious buzz among consumers. According to market research firm YouGov's BrandIndex report, the fast feeder's buzz score rose from 30.8 on October 6 to 33.4 on October 13.

The Brandweek Buzz Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: If you've heard anything about the brand in the last two weeks, was it positive or negative?

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of more than one million individuals. A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

This week, the report spotlights:

• Wendy's
• Microsoft Windows
• T-Mobile

Wendy's Continues to Move the Needle

The fast feeder is appearing high on the buzz chart for the second week in a row. After a big run-up last month in value perception, Wendy’s switched to the next gear in October with both a new campaign and a new menu item. Representing the first work from the Kaplan Thaler Group, the new “You know when it’s real” campaign with its freshness and quality themes, and the new Bacon Deluxe burger, already seem to be connecting. Both developments have caused a spike in Wendy’s buzz score.

Anticipation for Windows 7 Drives Buzz
Early positive buzz and anticipation for Microsoft’s new Windows 7 software has pushed the product’s buzz score up as it heads for release next week. With ammunition like a thumbs-up review from the influential Walt Mossberg of The Wall Street Journal and a set of national in-home Microsoft-sponsored “house party” events, Windows’ buzz score has risen from 13.8 on September 14 to 20 on October 13.

T-Mobile Loses Steam
T-Mobile is just beginning to recover from its Sidekick data loss debacle last week, and just in time. After building positive buzz for most of the year, a lot of it generated by its “Mobile Makeover” campaign promising consumers to find the best wireless plan regardless of carrier, T-Mobile began sliding downwards from the last week of September through October. Once the campaign faded, T-Mobile’s Android line couldn’t match the charisma of its rivals, sending the carrier’s buzz score from 40.7 on September 23 to 32.1 on October 13.