Home  › Marketing › Strategies
arbys1

Arby’s, the "Oreo" of the #Grammys?

  |  January 27, 2014   |  Comments

Capitalizing on the buzz surrounding Pharrell Williams' hat, Arby's wins the award for the most retweeted tweet of the Grammy night.

If the Grammys were to award a brand for the best social media marketing move of the night, then Arby's would have definitely won. That's right Oreo, be afraid, be very afraid, as the now well-known tweet: "Hey @Pharrell, can we have our hat back? #GRAMMYs" has been the talk of social chatter all day and has garnered more than 10,000 retweets and 8,000 favorites in less than 24 hours.

Arby's, a Georgia-based sandwich chain famed for its roast beef, sent out their tweet on the heels of a tweet from @ComplexStyle, making sure that its followers didn't miss out on Pharrell's hat.

 

complex-style

It wasn't long before Pharrell replied to Arby's tweet, asking if "Y'all tryna start a roast beef?", which caused this Twitter whirlwind to reach its climax. The sandwich chain then retweeted the Grammy Award-winning musician's reply.

"I loved the Arby's tweet. It was topical, but more important there was a direct link to Arby's brand equity and the tonality was consistent with the brand," says Catherine Davis, president of digital agency Vizeum Americas.

"Pharrell's response keeps the conversation going, which is the real power of social media," she adds.

 

arby-s

Arby's Twitter buzz proves that the sandwich shop knew how to make the most of a trending hashtag, #Grammys, and create content that interacted with consumers through pop culture. With regard to how other brands can learn from Arby's Grammys experience and real-time marketing, Davis suggests that brands should be cautious and prepare early for upscale media events.

"There is a bit of serendipity to what brand or event will capture people's imagination, but brands can be prepared by identifying key high-profile media events that reach their target audience," says Davis.

"Do some scenario planning to have potential tweets ready, and make sure the right client/agency team is on call to capitalize on unexpected opportunities, like Pharrell's hat."

With the Grammys opportunity just gone and Super Bowl 2014 soon to come, let's see who will be the next Arby's...or Oreo. Watch this space!

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...