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How H&M, Starbucks and Google Became Centers of Attention on Twitter

Lana Del Rey Commercials Did the Trick for H&M

By Published on . 2

Sometimes there would be no Twitter conversation without TV ads to drive it.
Sometimes there would be no Twitter conversation without TV ads to drive it.
Last week Ad Age and our editorial partner Bluefin Labs started ranking the brands generating the biggest lifts in buzz on Twitter -- but with added insight into the role played by national TV advertising and integrations. This week's ranking shows why that 's important for brands to understand.

H&M, for example, won a big bump in its Twitter mentions by virtue of a new commercial starring singer Lana Del Rey. The spot had the greatest impact on brand conversation among the chart's top 10 brands, Bluefin found.

AARP also got far more mentions on Twitter than it usually does, but because of the reaction when Paul Ryan, the Republican candidate for vice president, addressed the group's annual convention on Friday.

Microsoft saw a major lift in Twitter chatter too. Its national TV advertising did play a part, Bluefin found. But a good portion also owed to the security advisory and patch that Microsoft issued over a vulnerability in Internet Explorer.

And Google can thank Apple for its increase in buzz on Twitter. "Google spiked as a result of the new Apple iOS update's lack of Google Maps, replaced by Apple Maps," Bluefin explained.

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