Create a Winning Partnership
Choose the Right Celebrity To Endorse Your Brand

NBA fans frequently eat at fast food restaurants.

With that in mind, Carmelo Anthony and Kevin Durant may seem like equally good choices for a fast food brand endorsement.

Both are young, African-American males and superstars in the NBA.

They have similar awareness levels. Their fans have a similar demo profile.

But that doesn’t mean they are interchangeable.

NPD Group |  Market Research | Reports and Trends

Carmelo Anthony is PROBABLY the better partner for Burger King … unless their marketing objective is specifically to take share from Sonic!

NPD Group |  Market Research | Reports and Trends

If Burger King DOES choose to reinforce their brand with current customers by choosing Carmelo Anthony, what is the best way to ACTIVATE that endorsement?

If Burger King wanted to determine the media plan to activate this partnership and used a typical male 18-25 demo target . . they might have selected the TV show Arrow (which is actually NOT strong among Carmelo Anthony fans) and they would have MISSED a good opportunity with American Horror Story.

NPD Group |  Market Research | Reports and Trends
NPD Group |  Market Research | Reports and Trends

Choose the right celebrity to endorse your brand AND optimize your activation efforts. BrandLink provides a fact-based rationale for creating highly targeted marketing programs around sponsorships and endorsements. Even when there is an obvious alignment between an entertainment category and a product category – such as football players endorsing a fast food chain or a popular beverage sponsoring a music tour– there can be big differences in how individual celebrities align with specific brands. The BrandLink service identifies individual consumers’ preferences – the athletes, TV personalities, comedians, and musicians they are fans of and the brands they use, stores and websites they visit, movies and TV shows they watch, and games they play. It reveals the celebrity best positioned to meet a brand’s specific marketing objectives, and then informs activation decisions that will unlock the full potential of that investment.

Learn more about BrandLink. Contact The NPD Group at 866-444-1411, or email