Study was carried out by Buzzmonitor using artificial intelligence
A study carried out by Buzzmonitor, and released this Tuesday (19), revealed that Ita, Wizard and Volkswagen were the brands with the highest share of image on social networks after the event logo.
To carry out this study, the Buzzmonitor Brand Logo Detection methodology was used, which identifies brands, people, objects, animals and other elements in photos and videos through artificial intelligence.
In total, 58,254 images of the festival were collected, in posts containing at least one of the event’s official hashtags: #thetown, #thetown2023, #thetownfestival or #issothetown on Instagram
Among these, 7,389 contained a logo.
According to Buzzmonitor, the brands that stood out most in share of image were undoubtedly those that knew how to insert themselves into the event with Instagrammable strategies, whether with platforms and spaces to serve as the ideal background for photos or, even, with giveaways and aesthetically pleasing items. nice for photos.
The logo of the event itself was the one that had the greatest recurrence, having been detected in 1,672 photos, both in images publicizing the festival and in photos of the public in front of The Town’s signs and platforms.
Soon after, Ita, which was the event’s official sponsor, achieved the second largest share of image. With 451 photos detected, the main driver of this number was the bank’s logo at the top of the ferris wheel, chosen by many people as the backdrop for recording the event.
The same happened with Volkswagen, also a sponsor, which created an LED panel widely used by the public to take photos. The brand appeared in 141 records with the festival’s hashtags.
But there were also brands that didn’t even attend the event, but managed to surf the festival’s wave on social media. This was the case of the Wizard language school, which took advantage of the high engagement on the topic to launch trends and related content on several of the school’s profiles across Brazil, which resulted in the brand appearing in 211 posts with the event’s hashtags.
Some fashion-related brands, such as Nike, Adidas and even CBF (because of the official Brazilian team shirt) appeared in public images not because they were present at the event, but because the public was wearing pieces from these brands during the festival.
Some of the event’s official sponsors also did not appear in the top 20 of this study, such as Vivo, Porto, Riachuelo and Ifood.
