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#RIPeanut Highlights Brand-to-Brand Trend Actually May Be Working on Twitter

Last fall, Popeye’’ s trolled Chick-Fil-A on Twitter into assisting it release its brand-new chicken sandwich that wound up offering out and triggering weapon play in shops.

Then, Netflix asked brand names for their finest x-rated sex tweet in what may be the best Twitter thread of perpetuity.

And recently, Planters participated the action when it exterminated Mr. Peanut and openly gotten buddies, fans and yes, brand names to celebrate Mr. Peanut with homages on Twitter (and after that revealed ““ child Peanut ” Sunday throughout the “ Big Game ” in what may be the most frustrating area of the whole occasion).

These are all relocations that become part of a growing pattern: Brands utilizing other brand names to get awareness and engagement through social networks marketing. Some might argue it’’ s an odd relocation (I ’ ve been among those individuals in the past), however it might really be ending up being a wise technique. Simply look at the #RIPeanut hash tag for a minute. A lot of the tweets with the most engagements originate from other brand names commemorating Mr. Peanut–– like this one from Nesquik.

Just take a look at @MrPeanut’’ s Twitter feed and you ’ ll discover a nearly unlimited stream of brand name tweets with comparable levels of engagement. The feed from Jan. 22-24 is actually filled with these tweets–– a lot of to count, actually. And, throughout the ““ Big Game ” they when again discovered a method to engage with brand names–– however not human beings.

Now, some folks might argue this brand-to-brand interaction on Twitter is worthless. It’’ s not tactical and it’’ s not driving towards brand name objectives. I utilized to be a doubter when it concerned this things, however I’’ m beginning to see a form of worth. Why? With one easy tweet, Planters attracted countless impressions and numerous countless engagements–– much of it on the back of other brand names.

Budweiser, Oscar Meyer, Shake Shack. The list continues and on. Every one with countless engagements and probably far more than that in impressions. Plus, whens it comes to Planters and Netflix–– it’’ s extremely amusing!

How numerous of you have returned and check out all the brand name actions to Netflix’’ s preliminary tweet? They ’ re amusing? Yeah, brand-to-brand tweets can in some cases be frustrating and in some cases, childish even. Utilized the ideal method, they can likewise drive huge outcomes.

Want another current example? Take a look at Olay and what they did throughout and after the ““ Big Game. ”


Their impressive #MakeSpaceforWomen hash tag efforts to raise $500,000 for Girls Who Code. Noble and deserving cause?

Not remarkably, they saw a lots of tweets throughout the Big Game, and on Monday. They likewise discovered time to retweet and engage with a host of brand names consisting of Mattress Firm, of all brand names.

You likewise had a variety of brand names like Budweiser tweeting (allegedly) by themselves volition. Once again, brand-on-brand interaction.

The list continues. This is not a one-off scenario. Brands engaging with other brand names is a guaranteed method at this moment. The only concern is: Do you believe it’’ s a practical one?


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