Nonprofit and advocacy groups aim to leverage Burger King's Promoted Trend buy on Twitter today. Groups including Ronald McDonald House and MoveOn.org are among several organizations hoping people who visit the #AllDressedUp promoted tweet landing page are feeling generous this Halloween.
"Are you getting #AllDressedUp for Halloween? The new BK® Chef's Choice burger is! Only at participating BURGER KING® restaurants," states the BK tweet.
The page displaying all tweets using the Halloween-inspired hashtag, however, features a variety of posts from charity groups. The Ronald McDonald House of Gainesville, FL, linked to Halloween photos on its Facebook page.
Washington, DC-based Bread for the City implored supporters to organize a Thanksgiving food drive for vulnerable residents of the capital. And, Found Animals also linked to its Facebook page which features photos of dogs donning leather jackets and kitties in blonde wigs.
Left wing advocacy group MoveOn also took advantage of Burger King's promo trend buy. The group links to a Huffington Post video piece about a real estate law firm that held a Halloween party with a homeless theme last year. "The Meanest Halloween Party Ever Is Just One More Reason To Move Your Money This Saturday #AllDressedUp," notes the MoveOn tweet. The tweet promotes MoveOn's Occupy Wall Street related event to be held November 5 during which supporters plan to gather at Bank of America and Chase branches to close their bank accounts and "Make Wall St. Pay."
If anything, employing trending topics or promoted trend hashtags and phrases in posts has become an art form if not a standard practice for organizations, brands, and individuals as a means of raising their Twitter profiles amid the clutter.
Lots of media companies have also glommed on to BK's trend. Glamour magazine aimed to drive traffic to a story about costumed celebrities, and Esquire pushed a photo spread featuring model Julia Lescova: "Your #Halloween just got a lot less #AllDressedUp," quipped the men's mag.
Two Tulsa media outlets also joined in. Radio station 106.9 K-HITS and Fox 23 News both asked people to post their Halloween costume photos. "We're #alldressedup at FOX23 yfrog.com/kkp9jexj Post some costume pics on our Facebook page."
Other brands also used BK's trending topic to promote their own wares. Avista Hotels and Resorts pushed a Universal Orlando deal while Global Fibernet advertised its cloud-hosted phone service.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
March 19, 2014