Nicole Scherzinger’s visit to ASDA gives brand big boost on social media

On 3 November, X-Factor judge Nicole Scherzinger went to work in an ASDA with Jahmene Douglas, one of the singers she is mentoring who used to work at the supermarket before entering the talent competition. The former Pussycat Doll donned an ASDA uniform, declared that using a stock-checking machine was “exciting”, and announced over the shop’s PA: “If you vote for Jahmene this weekend, everything is half off in the store.”

While it’s possible ASDA bosses weren’t impressed with Scherzinger’s discount announcement, they may decide it’s worth it for the massive boost the brand received on social media. The day before the X-Factor host appeared at the Swindon ASDA, news about the brand reached only 4% of the UK Twitter population. On the day ‘Scherzy’ strapped on the green and black uniform, messages about ASDA reached the newsfeeds of a whopping 23% of the UK Twittersphere. Top words mentioned alongside the brand that day were: “xfactor”, “nicole”, “jahmene”, “uniform”, and “scherzinger”.

A peek at some of the chatter generated by the visit indicates that audiences were titillated:

Michael McCaul I would defo go to asda more if nicole scherzinger worked there @TheXFactor #xfactor #asdaprice #teamscherzinger Posted on 3rd November 2012 at 10:40pm

James Townsend Yay ASDA! #XFactor Posted on 3rd November 2012 at 10:38pm

Louise O'Shea Nicole is my fav xfactor judge - I have to admit she rocked that asda uniform @TheXFactor Posted on 3rd November 2012 at 9:53pm

Alex Truby Respect to the Asda PR team RT @oliver_peace: The whole competition has lead to this one moment for me. #xfactor http://t.co/2LPoHE5oPosted on 3rd November 2012 at 10:00pm

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