A hot hashtag is a clarion call for social media managers — one barely gains traction before brands glom onto it, for better or worse.
That’s exactly what happened when Twitter started a #GIFparty Wednesday night to promote a new feature, which lets people add GIFs to any tweet. By Thursday, the party was out of hand: The hashtag#GIFparty has been used over 80,000 times, according to social analytics firm Brandwatch.
Drop your plans for today, we’re celebrating GIFs on Twitter! Tap the GIF button to join the #GIFparty. pic.twitter.com/5gTEeB1uWH
— Twitter (@twitter) March 3, 2016
Ellen DeGeneres, Domino’s, Denny’s and Coca-Cola were just a few that shared their favorite GIFs with the #GIFparty hashtag. Here’s the good, bad and the ugly.
The Good
Ellen DeGeneres
Ellen was so blown away with Twitter’s latest feature she did a spit-take. And given that her tweet netted over 1,700 retweets and 9,000 likes, so were her fans.
Trying out my new GIF keyboard on Twitter like… #GIFPartypic.twitter.com/6sPffjSqRd — Ellen DeGeneres (@TheEllenShow) March 3, 2016
Game of Thrones
The HBO series’ sixth season bows next month, and its fans are clearly in party mode. Who better than Tyrion Lannister to toast occasion?
*CLINK*
Raise a glass. #GIFparty #GameofThrones pic.twitter.com/QzyUjUVHJp— Game Of Thrones (@GameOfThrones) March 3, 2016
GoPro
Everyone knows that cats and dogs make the best GIFs. GoPro upped the ante with a daredevil cat skateboarding toward three befuddled dogs.
#TBT with Didga the skateboarding cat from Australia! #GIFparty pic.twitter.com/WTUz64vi53
— GoPro (@GoPro) March 3, 2016
Axe
If you’re going to show up late to a party, do it in style: With backflips and sweet dance moves.
We’re showing up fashionably late to the #GIFparty. And we’re bringing the heels. #FindYourMagic pic.twitter.com/ic1BiAv4r4 — AXE (@AXE) March 4, 2016
The Bad
PayPal
What do cats have to do with mobile payments? Nothing! Bonus points for making this horrible GIF is seizure-inducing to boot.
Here’s a cat having a ton of fun with a phone and some #NewMoney. Because #GIFparty. pic.twitter.com/VraVKzLSQp
— PayPal (@PayPal) March 3, 2016
Denny’s
If Denny’s isn’t on the latest viral hashtag, something is really wrong with the world. Calm down, Denny’s, four posts for the #GIFparty are a tad much, even for you.
#gifparty pic.twitter.com/ygLNsHGwkF — Denny’s (@DennysDiner) March 4, 2016
Domino’s
This fractal pizza is making us nauseous, not hungry.
You’re getting hunnngrryyy, verrrry hungrrryyy. #GIFParty pic.twitter.com/5AvafXad9a
— Domino’s Pizza (@dominos) March 3, 2016
The Ugly
Cambria Quartz
We feel you, Cambria. It’s hard to keep up with Internet hashtags and parties. But we’re not quite sure why a countertop company is talking about coffee.
When you need another cup of coffee to keep up with the #GIFparty. pic.twitter.com/iRhmPTFRl1 — Cambria (@CambriaQuartz) March 3, 2016
Coca-Cola
That’s a lot of enthusiasm for a fake party, Coke. Not everything qualifies as an opportunity to “open happiness.”
Got your invite to the #GIFParty, @Twitter, we’re super excited. Can we bring the drinks? pic.twitter.com/vRIFph1V3E
— Coca-Cola (@CocaCola) March 3, 2016
Yoplait
Not even sure if this is an actual GIF, or a high schooler’s graphic design project.
Chocolate. Some days we need all we can get :) #GIFparty pic.twitter.com/jmq8u23Xbb — Yoplait Yogurt (@Yoplait) March 3, 2016
More in Marketing
Ahead of Euro 2024 soccer tournament, brands look beyond TV to stretch their budgets
Media experts share which channels marketers are prioritizing at this summer’s Euro 2024 soccer tournament and the Olympic Games.
Google’s third-party cookie saga: theories, hot takes and controversies unveiled
Digiday has gathered up some of the juiciest theories and added a bit of extra context for good measure.
X’s latest brand safety snafu keeps advertisers at bay
For all X has done to try and make advertisers believe it’s a platform that’s safe for brands, advertisers remain unconvinced, and the latest headlines don’t help.