A new social media trend has brands talking: sarcastic polls.
Last week, people were spotted tweeting memes that put a humorous spin on personal dating ads. In the majority of these, people poke fun at themselves about what they are searching for. Instead of a man seeking a woman, for instance, one tweeter had a student seeking a parking spot.
It wasn’t long before brands including Denny’s, Totino’s and Penguin Books glommed on:
I am a
⚪️ Man
⚪️ Woman
🔘 Wretched, lonely soulseeking a
⚪️ Man
⚪️ Woman
🔘 True love with whom to Lady and the Tramp a single pizza roll— Pete Zaroll (@totinos) August 22, 2017
Just a:
⚪ human
⚪ animal
🔘 readerLooking for:
⚪ food
⚪ friends
🔘 a pause button on life so I can finally catch up on my #!@$%*& TBR list— Penguin Books USA (@penguinusa) August 24, 2017
Denny’s posted its own version August 22. “We are always looking both online and offline for those popular trending stories and topics that have all of America talking, those fun moments that allow us to naturally join in the conversation with Denny’s unique and genuine brand voice,” said John Dillon, CMO at Denny’s.
i am a:
⚪️ man
⚪️ woman
🔘 dennysseeking:
⚪️ men
⚪️ women
🔘 meme destruction— Denny’s (@DennysDiner) August 22, 2017
When a brand interjects itself into popular culture, however, it can become the ultimate buzzkill for some. While the majority of consumer responses to Denny’s tweet were positive, one tweeter posted her own snarky response: “I am a restaurant, seeking customers.”
And when too many brands jump on the bandwagon at the same time, followers notice. Competing diner IHOP posted its own sarcastic meme the same minute as Denny’s. Within four minutes, a tweeter shared a photo of his feed showing IHOP’s tweet directly after Denny’s.
I am a:
⚪ man
⚪ woman
🔘 pancakeLooking for:
⚪ men
⚪ women
🔘 someone to pour syrup on me— IHOP (@IHOP) August 22, 2017
But brands have seen high engagement when they participate in social media trends. MoonPie, a snack brand with only 14,000 followers on Twitter, got more than 31,900 retweets and 141,000 likes on its poll meme below. And in more than 570 comments, people showed their admiration for the brand and shared their own silly takes on the meme. The brand wasn’t shy about making fun of capitalizing on the trend. “Way too many people were doing the same thing,” said Patrick Wells, a social media creative at agency Tombras Group, who produced the tweet for MoonPie, “so I just decided to make fun of it all. I think most people found it refreshing.”
I’m a:
⚪️ man
⚪️ woman
🔘 brandSeeking:
⚪️ men
⚪️ women
🔘 retweets and attention— MoonPie (@MoonPie) August 23, 2017
More in Marketing
More brands are blending deterministic and probabilistic data for hybrid targeting approaches
Advertisers are exploring AI-assisted lookalike modeling for new audience targeting approaches — brought on by the fading third-party cookie.
The Home Depot adds another acronym — ‘ROMO’ — in next phase of negotiating retail media network measurement
The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers paint a more holistic picture of their campaign efficacy.
‘It’s become a personality brand now’: Why Tesla’s brand perception is in a tricky spot as sales slump
Elon Musk has become a polarizing figure given his role in President Donald Trump’s administration and it looks like the ripple effects of that polarization are affecting the Tesla brand.