It’s not just another turning of the page. 2016 will definitely go down as one of the more interesting years in recent history. The Rio Olympics and the entire presidential campaign would be two events notable enough on their own. Fortunately, there were also some interesting brand-related and brand-inspired stories that were out there – and that’s where Affinity Answers comes in. Our AI marketing tools like TrueAffinity can help brands discover their social affinity to better understand audiences. Predictive modeling and data enrichment make it possible to not only understand customers but also anticipate buying behaviors. Consider these three as we head into 2017:

Pokémon GO

Although the concept of the mobile game was in development since 2014, Pokémon GO seemed to come out of nowhere as a global phenomenon when it was released in July. In fact, by August, it had earned itself five distinct Guinness World Records, including the fastest time for a mobile game to gross $500 million in revenue.

Also notable were the brands that had mutual social affinity with Pokémon GO. Since the end of July, not only did the game’s social engagers also engage with Nintendo and PlayStation, but the diversity of its massive user base was also reflected. The game had the biggest increase in social engagement – and audience receptivity with – NASA (+60%) and several QSR brands, including Arby’s (+32%) and Wendy’s (+68%). Social affinity is a great way to identify which audiences are your most qualified even when it seems “everyone” would be a suitable target – something that Starbucks, whose own social affinity with the app grew 88%, did by launching a new Pokémon GO themed Frappuccino.

Stranger Things

In the era of “Peak TV” – according to FX, there were 455 original scripted series airing this year alone – you might think that it’s impossible for any series to stand out and make an imprint on pop culture. Netflix certainly contributes to the trend, but arguably, no series had quite the same impact on viewers as Stranger Things.

Unlike other shows – including a few that also aired on Netflix this year – that either served as sequels or reboots to beloved TV hits, Stranger Things serves as an homage to the 1980s while delivering original stories. TheWrap spotted 21 “80s relics” while watching the first season, but does this translate to its social affinity with brands, other TV shows, etc.? It turns out that it shows up most prominently in their music affinities, with ‘80s-inspired artists like The 1975 and Lady Gaga, as well as actual ‘80s band Blondie all cracking the top 20. These can be valuable target audiences if they choose to execute programmatically for season 2 next year.

Tesla Model 3

People are willing to wait in line for things like sneakers or smartphones, but an automobile? Tesla fans may not be getting out their tents and sleeping bags, but they are on a long list for an all-electric automobile that will offer superior performance (215 miles) at a starting price of $35,000. Just how many reservations are there? As of October, about 400,000 people have put down a deposit of $1,000 to get their Model 3, and recent reports suggest that the company is going “all out” to meet the demand. Users that ordered a Tesla Model 3 this summer will not see it for two more years, but based on Tesla’s social affinities, here’s what potential drivers are engaging with today.

In their new Tesla Model 3, they’ll have a MacBook resting in the passenger’s seat. Deadmau5 will be playing on the radio while they use Waze to find where they are headed next. They will imagine that they are competing in the FIA Formula E Championship at the same time they are envisioning themselves as the next Tim Cook or Warren Buffett!

All of these affinities could be partnerships or campaigns in the making. For example, how cool would it be to have a completely integrated Waze app, one that not only shows drivers where to go, but how to best maximize their 215 miles of all-electric travel? Social affinity not only uncovers hidden audience segments, but could also expand marketers’ imaginations in 2017.

Send us an e-mail at audiences@affinityanswers.com if you’re interested in knowing how you can reach your brand’s most relevant audiences in 2017.