It was the biggest social TV moment of last year, with Twitter reporting that a peak of 5,000 tweets per minute, and 600,000 tweets after it premiered the first time. So it was no surprise that Wednesday night’s Syfy premiere of “Sharknado 2: The Second One” (same plot, different city) brought out plenty of brands that tried to get in on the communal conversation.
This one actually kind of makes sense, Weather Channel.
[GIF] @SyFy Wet + Stormy + Sharknado = #ItsAmazingOutThere #Sharknado2TheSecondOne https://t.co/aPC6zbYUM6
— The Weather Channel (@weatherchannel) July 31, 2014
Nonprofits ASPCA and the Red Cross of Philadelphia get in on the act.
For these shelter dogs, one storm will change everything! https://t.co/zogzzKxS3n #Barknado #Sharknado2TheSecondOne pic.twitter.com/gG3aG82ePC — ASPCA (@ASPCA) July 30, 2014
In the event of a #Sharknado We recommend having a kit and downloading the #redcross apps! #Sharknado2TheSecondOne pic.twitter.com/TaPsWHXx0R
— Red Cross Philly (@RedCrossPhilly) July 31, 2014
Poor showing, Lenovo. Minus points for the terrible Photoshop job.
Thinknado. #Sharknado2TheSecondOne pic.twitter.com/i2i3fwTGtu — Lenovo (@lenovo) July 31, 2014
Priceline makes a dubious connection between travel and tornadoes.
Tornadoes may be perfect for sharks, but we humans prefer saving on airfare with Priceline. #Sharknado2TheSecondOne pic.twitter.com/BUpX8c4Wxb
— Priceline.com (@priceline) July 31, 2014
Miller Lite appeals only to the most die-hard of fans with a reference to screenwriter Thunder Levin’s initial reaction when Syfy approached him to write the script.
What’s all this about SharkNATO? #Sharknado2TheSecondOne pic.twitter.com/36eybHnPGb — Miller Lite (@MillerLite) July 30, 2014
U.S. Cellular gets random.
Now charging…straight towards us. #Sharknado2TheSecondOne pic.twitter.com/lgwQRVWsZk
— U.S. Cellular (@USCellular) July 31, 2014
Trolli Candy recalls that it does produce some shark-themed products.
Fear not. With Sour Watermelon Sharks by your side, you’re safe watching #Sharknado2TheSecondOne pic.twitter.com/h1xVXmhmfw — Trolli Candy (@Trolli_USA) July 30, 2014
Say what you will, but at least Moe’s Southwest Grill put some effort into this.
Puntastic, DiGiorno.
It’s not delivery, it’s DIGIORNADO hahahaha so timely #Sharknado2TheSecondOne
— DiGiorno Pizza (@DiGiornoPizza) July 31, 2014
Subway is one of the marketing partners for the film, and Jared ‘the Subway guy’ Fogle even made a cameo — along with an “Eat Fresh” joke. Subway restaurants across the U.S. featured in-store displays promoting the film. In a release, the brand said it would be live-tweeting the film with “cheesy sub-liners.” A sample below.
.@CathBrad How about a beach towel so you can maximize your shark watch on your next beach trip? DM us. pic.twitter.com/vZa2dPSfhu — SUBWAY Restaurants (@SUBWAY) July 31, 2014
More in Marketing
Meta’s Threads ads arrive fast, but advertisers move at their own pace
Threads ads are here, and so is the predictable wave of testing.
Privacy fatigue is setting in after Google’s cookie U-turn. But the search for alternatives hasn’t stopped
Third-party cookies are still widespread but they’re no longer foundational. The shift is already underway, it’s just no longer waiting on Chrome.
Confessions of a media buyer on Google’s third-party cookie U-turn and how it helped a ‘largely lazy’ industry innovate
For media buyers, it’s been a wild time filled with false starts, urgency and many delays to an ever-extending deadline.