Study: Branded social chatter favors mascots over celebrity endorsers

06/11/2013 | USA Today

Celebrity endorsers such as LeBron James are no match for brand mascots such as the Pillsbury Doughboy and the Aflac Duck when it comes to branded social media mentions, according to a study from Synthesio. "LeBron gets us to stop and take a look at what he's doing, but not to engage. ... The Doughboy also has a heritage. We grew up with him, he's approachable, ticklish and now genuinely touchable in a virtual (kind of way)," brand consultant Kate Newlin said. Only GoDaddy's Danica Patrick bested the mascots in the study for mentions, in part due to Patrick's tweets about GoDaddy from her personal account.

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