CES 2012: Celebrity Appearances Didn’t Actually Do Much Good


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Using big name celebrities to push products is usually good marketing strategy. When people see an entertainer they know and like pushing a product, it makes the product more memorable, and makes them more inclined to buy it. Well, that’s how it’s supposed to work, anyway. Several companies tried the strategy at this year’s CES 2012, though, and were disappointed to find that most of the buzz was about the celebrity instead of the product. For example, a lot of people know that Justin Bieber was at the show this year, but how many know he was there promoting mRobo’s dancing robot?

According to a new infographic from NM Incite and Oxford Communications, mRoby wasn’t the only company whose plan to bring in a big name backfired (Bieber was reportedly paid $100,000 for his appearance). While the celebrities who put in appearances at CES generated a lot of buzz, almost all of it was about the celebrities themselves. Of all the tweets mentioning celebrities at CES, a paltry 15% included any reference to the brand or product they were there to promote.

The infographic also includes some other interesting tidbits about CES. Apparently Samsung was the most talked-about brand, while tablets were the most talked-about products (followed by smart phones and TVs). Check out the full infographic below and let us know what you think in the comments.

CES 2012 Infographic