It’s that time of year where I really need to start thinking (and pulling my hair out) about what to buy everyone. Last year, I put the Insight Workbench to good use checking out the season’s hottest eReaders, but this time I decided to take a slightly sillier approach and looked at gag gifts for stocking stuffers and all of the White Elephant parties I’ve been invited to. After some quick Googling and an office inquiry, I developed this list of infomercial must-haves: Pajama Jeans, Forever Lazy, Feather Hair
Extensions, Bumpit and Snuggie.
When the Snuggie first came out, I just didn’t get it – who wants a backwards robe without a belt?! But when I was the lucky winner of a peace-sign-covered Snuggie in NetBase’s holiday gift exchange last year, and I saw how much my kids LOVE it, I had a change of heart. And I was definitely behind the times, as the metrics from the social web show: the Snuggie came away with 77% of the overall chatter, the highest Net Sentiment score, with a 79 and the highest Passion Intensity score with an 83. Though the metrics for the other four gag gifts lagged behind the Snuggie, they all received predominantly positive Net Sentiment, showing that in general, social media appreciates even the most ridiculous infomercial inventions.
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.
Verbatim surfaced about the ubiquitous Snuggie showed that online consumers are extremely passionate about their loungewear – they couldn’t stop raving about how incredible the soft infomercial product is – and you know what – it really IS soft.
The Snuggie is awesome for flights
The snuggie is as awesome as everyone claims!!!
This snuggie I got for Christmas is the most awesome invention EVER!
My Ninja Turtle Snuggie is by far the best thing I own
The snuggie was one of the best inventions. Also it was one of my best investments
While Pajama Jeans are firmly on my list of “Clothing I Would Never Be Caught Dead In” (followed closely by skinny jeans), the
deceptively casual pants generated the second highest volume of chatter, at 13%, though its Net Sentiment score of 62 and Passion Intensity of 44 put it in the bottom half of the brands I looked at. Verbatim showed that like me, social media consumers just cannot wrap their heads around the concept of Pajama Jeans either – oye vey.
I think “pajama jeans” are worse than the snuggie I mean reaaally what are ppl thinking!
Pajama Jeans are not only a crime against fashion, but a crime against humanity
And finally, this brings me to the one that is truly puzzling: Feather Hair Extensions. It is just me or does it evoke thoughts of a
dying bird epidemic? I must be getting old…especially since the dubious infomercial gift generated a Net Sentiment score of 69, though my faith in humanity was restored with a Passion Intensity of 58. Verbatim showed that while some online consumers love this new craze, there are many who find it tacky and resent its impact on bird populations.
Feather Hair Extensions are a fun way to spice up your hair!
Feather Hair extensions are fun and easy to apply
RT @peytonmicheleee: feather hair extensions are hideous and inhumane
So, what do you think, readers? Will Snuggies make it into your stockings or white elephant gift exchanges this year?
It’s been a great year of BPIs, I hope you’ve enjoyed them as much as I’ve enjoyed blogging about them! Be sure to check back with us in 2012 to see what we have in store…it’s going to be a fantastic year. Happy Holidays and a Healthy 2012.
Lisa Joy Rosner
The Brand Passion Index, other cool ConsumerBase insights, and thoughts on understanding the social media universe from Lisa Joy Rosner, NetBase CMO.
Is it fine to put a portion of this on my personal web site if I post a reference point to this web site?