• by Karl Greenberg , May 6, 2013

Nostalgia, like the Microsoft stock you bought when Word Perfect was a huge innovation, pays big-time. Brands that have gotten the most attention, at least judging from the amount of talking people have been doing about them online, have been those that exploited the good old days with a contemporary spin.

According to NBC Universal Integrated Media’s “Brand Power Index” (BPI), which measures some 500 brands each quarter, a retrospective theme seems to be an interest driver. The index -- which also ranks brands by buzz -- puts Microsoft, Arby’s, and Sony PlayStation among the biggest movers, thanks to the nostalgic tone of their advertising.  

“As our BPI shows, the brands connecting to consumers in a big way are those that are creatively capturing people’s embrace of a modern-day version of throwback values,” said John Shea, EVP and CMO of NBCUniversal Integrated Media, in a statement. 

The first-quarter BPI, which measures buzz between Q4 2012 and Q1 2013 ranked Jack Daniels, Old Navy, Microsoft, Herbal Essences, Sony's PlayStation 4, Lego, and Arby's as the most effective brands for having generated good buzz. 

Jack Daniels moved up the list on the study by using Frank Sinatra, who was evidently a J.D. aficionado, in its positioning. The effort touts “Sinatra Select” whiskey, meant to commemorate the 100th birthday of the singer in 2015. Jack Daniel’s buzz-worthiness jumped 27%.

Old Navy exploited ’80's pop culture ornaments Julie Hagerty and Mr. T from “Airplane” and “The A Team,” respectively. NBCU’s study said Old Navy moved up 13% between Q4 and Q1. 

Microsoft did a two-minute video comparing the company’s advance from the floppy disk to current technology with a person’s growing up and maturing: “You grew up. So did we." Microsoft's ranking improved 18%.

Herbal Essences re-released its “Shine and Smooth” hair care collection from the ’90's. The spot, in which a woman shouts in ecstasy (about her shampoo) from an airplane lavatory, helped push the brand's Q1 BPI up 27% among adults (probably men). 

Sonydid a week-long ad campaign on YouTube that went from “The Beginning” in the ’90s through the launch of the PS3. A social element encouraged people to use #playstationmemory to contribute a favorite PS memory. This exploration of the game console's lineage led to a 19% jump.

Lego did a 55^th anniversary social media campaign using 55 digital posters, each using LEGOs to show things like The Three Little Pigs, “Jaws,” and “King Kong.” The posters, released on Tumblr, helped LEGO move up 19%.

Arby’s “Fan of the Week” program celebrated the brand, reaching two million Facebook fans by doing a search for the person who, in 1970, became the two-millionth customer, then made a commercial to tell her story. The campaign moved Arby’s up the BPI 25% among men and 4% with all adults.