Some key techniques have been identified by which brands can generate conversation about itself on social media and thus drive digital marketing. Latest trends need to be identified and leveraged accordingly. An example of this could be the tremendous popularity of Pokémon Go which has led to brands such as Zizzi and Pizza Express to attach their names next to the brand on Twitter. Pokémon Go has also been by creating contests based around the game, at the end of which users win Poke coins. Further demonstration of the power of the game can be gauged through e-Bay’s innovation of displaying Pokémon characters on their e-commerce platform. This is driving creativity on various social media channels.

Source: https://yourstory.com/2016/08/brands-leverage-latest-trends-drive-social-media-conversation/