Word: buzzed
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Dates: during 2000-2009
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...year-old company aired a Super Bowl commercial that promised free Grand Slams to anyone who walked through the door from 6 a.m. to 2 p.m. on Feb. 3. Denny's, which is open 24/7, says some 2 million free meals were served. Pleased with the buzz and foot traffic, Denny's followed up with the two-for-one food sale on April 8. "We had to do something bold," says Denny's CEO Nelson Marchioli. "We said 'free' makes a lot of sense to us in this economy - with all the other offers the consumer is getting slammed with...
...stay that way: "We believe there is a reinforcing, recursive mechanism that makes particular places the center of social activity, which may be linked to the broader notion of "place in product," whereby particular goods wish to be linked with particular places in order to attain greater value or buzz...
...media's role in determining what's buzz-worthy: "The images of particular places being displayed time and time again through major information channels indirectly sell a certain image of a place ... the recording of mainstream cultural hubs (Times Square, Hollywood) resonates more with a larger market and thus are a safer bet than the unique and infrequent events happening in more localized and unrecognized spots in the city...
...benefits of the Getty data set: "While this data source is unconventional, we believe that the market-driven quality of the data set is a positive attribute, as it automatically gives us a proxy for measuring the kinds of events that are buzz-worthy on a larger scale ... images of social events are a useful data source to understand the fundamentals of how cultural industries drum up interest in their goods and services...
...more precise, though, the database generally catalogs glitzy events where shutterbugs can count on preening targets with boldface names. That's great if you work for Page Six or can waltz past the velvet ropes at Les Deux. But the study seems not to hone in on places generating buzz but rather on those whose names already resonate. This distinction is probably mere semantics to a nightclub impresario or budding restaurateur deciding where to situate a new venture. Buzz, the authors find, begets buzz. If you want to be bathed in flashbulbs, set up shop near the paparazzi scrums...