Tweets of the Week returns right in time for several important holidays: Valentine’s Day, Presidents Day and National Drink Wine Day.
Our “of the week” rotation couldn’t have come back to Tweets at a better time. Nothing gets brands tweeting quite like a holiday, and this week kicked off with two of them back-to-back.
Valentine’s Day tweets ran the gamut from sweet to scandalous. Disney and Trojan demonstrate that contrast nicely; see if you can guess which one was which.
— Walt Disney World (@WaltDisneyWorld) February 14, 2016
— Trojan Brand Condoms (@TrojanCondoms) February 7, 2016
The majority of brands went the humorous route, such as San Diego Zoo’s unsatisfied gorilla and the zombie video for Brooks Running Shoes that Zappos shared. The latter was funny and on brand, since it sells the sneakers in question.
— Zappos (@zappos) February 15, 2016
Funny was the most common strategy for brands on Presidents Day, too – the most commonly-attempted strategy, at least. A lot of them were really cheesy (liberty and juiciness, Starburst, really?) while others have much wittier people running their Twitter accounts.
I personally enjoyed the U.S. Olympic Team‘s tribute to gymnast McKayla Maroney’s infamous pout and KFC’s ridiculous GIFs.
— KFC (@kfc) February 15, 2016
While holidays always get brands on Twitter, the same can be said of big cultural moments. Exhibit A: The Super Bowl. Exhibit B: The Grammy Awards, which took place in Los Angeles on Monday.
Most of the most active brands on the #TheGrammys hashtag were sponsors, such as McDonald’s, Hilton and Gucci. However, many others got in on the action, particularly fashion brands such as Marc Jacobs, Calvin Klein and Burberry, who let it be known that they dressed some of the stars.
— Marc Jacobs (@marcjacobs) February 16, 2016
— Calvin Klein (@CalvinKlein) February 16, 2016
— Burberry (@Burberry) February 16, 2016
— Charmin (@Charmin) February 16, 2016
Valentine’s Day and Presidents Day weren’t the only holidays this week. They may not have an entire section of the greeting card aisle or get you a day off work, but being nice and drinking wine are both things worth celebrating, too.
Wednesday marked Random Acts of Kindness Day, a day that was pretty popular among sports franchises. Everyone from the Jacksonville Jaguars to the UFC, which has a big event this weekend in Pittsburgh, was doing giveaways.
Pepsi had a similar strategy, deployed in a different way. Rather than tweet its own offers, the soft drink giant tweeted them directly to consumers who participated in the #RandomActsofKindnessDay hashtag.
Many brands tweeted about Random Acts of Kindness Day, but Whole Foods took it one step further.
The tweet drove people to its Instagram page, where there are more than 140 characters to explain the situation. If you tagged your friend and told Whole Foods what makes them so great, they had the chance to win some free groceries. Both random and kind.
— Whole Foods Market (@WholeFoods) February 17, 2016
Whole Foods had a good week, Twitter-wise. During National Drink Wine Day on Thursday, the brand was very busy with multichannel marketing. Rather than just tweet pictures of its wine offerings, Whole Foods also directed users to its website, which featured articles on wine trends and recipes.
— Whole Foods Market (@WholeFoods) February 18, 2016
Amazon was another brand that was particularly active during National Drink Wine Day. The ecommerce juggernaut had a lot of products to promote that’d be perfect for you, provided you are a wino.
— Amazon (@amazon) February 18, 2016
But the real star of National Drink Wine Day was Amy Schumer, whose chugging dominated the hashtag like nothing else.
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