Burger King’s new social media strategy is to embrace gibberish.
No, the fast-food chain’s social media outline or editorial calendar isn’t hard to understand. Rather, its Twitter profile recently spit out nonsense.
gb;sughalugpaewyhg;irhdl!hflg..gss..hhrtdtudjytjghc>-8*tfls<9jdgblsvakyefe124352.b?jifdg;sualbnjg;ihs=0u65484hliugresHFUGILBSPJGMnfsig0947ws
— Burger King (@BurgerKing) November 28, 2018
Some journalists suggested the tweet (and subsequent nonsensical replies) were meant to promote its “Dogpper” promotion with DoorDash.
Our theory: this is some kind of promotion for the Dogpper, a flame-grilled dog treat that Burger King launched on Wednesday. Perhaps Burger King is trying to pretend that a dog is tweeting?
Or, maybe whoever was running the account wanted to get a bunch of attention by tweeting random letters and numbers. In 2018, both completely illogical options make the equal amount of sense!
[FREE GUIDE: Not benchmarking in PR? Here's why it's essential.]
Burger King held off on answering reporters’ questions and answered Twitter users with more gobbledygook:
jjjjjjjjablvk78970GDTTT
— Burger King (@BurgerKing) November 28, 2018
Many Twitter users played along with Burger King with snarky tweets:
Did you drop a whopper on the keyboard again?
— swag mag (@MagDurn) November 28, 2018
— Rainway (@RainwayApp) November 28, 2018
covfefe
— Doug Haslam (@DougH) November 28, 2018
— Aiden Smith (@AidenSMythical) November 28, 2018
Brands including Little Debbie, Planters and DiGiorno jumped at the chance to grab attention, as well:
BK, did you just burp?
— Little Debbie (@LittleDebbie) November 28, 2018
Good point.
— DiGiorno (@DiGiorno) November 28, 2018
Hooters replied, “Heard that” in binary:
01001000 01100101 01100001 01110010 01100100 00100000 01110100 01101000 01100001 01110100 00101110
— Hooters (@Hooters) November 28, 2018
On Thursday, Burger King revealed that the tweet was due to its social media teams’ fingers being covered with icing from its Cini Minis, another new product it’s promoting:
so about yesterday:
— Burger King (@BurgerKing) November 29, 2018
- we were sober
- we didn’t get hacked
- the intern didn’t go rogue
- a cat didn’t run on the keyboard
⚠️CINI MINIS are back⚠️ you try typing with icing on your hands... pic.twitter.com/09Q0Wgv7X9
No matter the product, Burger King’s marketing made a splash.
Inc. contributor Chris Matyszczyk wrote:
The lesson here, though, is both hearty and painful.
It's one that's been beautifully executed by everyone from Kanye West to Elon Musk.
Tweet away a load of old bilge and you just might get a lot of attention.
I can just see the Burger King marketing people sitting there, staring at the numbers:
Look! 26,000 Likes and 11,000 Retweets! Aren't we clever?!
from PR Daily News Feed https://ift.tt/2rmKnqJ
No comments:
Post a Comment