{"id":216,"date":"2019-10-07T09:00:26","date_gmt":"2019-10-07T15:00:26","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=216"},"modified":"2019-10-07T09:00:26","modified_gmt":"2019-10-07T15:00:26","slug":"four-times-brand-twitter-was-so-totally-on-top-of-it","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/four-times-brand-twitter-was-so-totally-on-top-of-it\/","title":{"rendered":"Four times brand Twitter was so totally on top of it"},"content":{"rendered":"\n
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Who’s a good boy? Sherlock is a good boy. Yes he is. Yes he is.<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Just to get this out of the way: Yes, obviously, the objectively best use of fast-moving brand Twitter is when you can tweet at KLM and they immediately deploy an adorable beagle named Sherlock to return your lost phone to you<\/a>. Obviously.<\/p>\n\n\n\n

But not every brand has been as successful as KLM in their efforts to be on the ball. Entenmann\u2019s famously leapt before they looked and in so doing associated their baked goods with the Casey Anthony verdict<\/a>. Kenneth Cole accidentally inserted themselves into the Arab Spring<\/a> in 2011. There is a delicate art to seeing a timely opportunity or a promising Twitter trend and jumping on it at the right time, in the right way. Here are four examples — far from the only<\/em> examples, but certainly four good ones — of a brand being quick on the draw and<\/em> accurate in their aim.<\/p>\n\n\n\n

DiGiorno live-tweets The Sound of Music<\/em><\/h2>\n\n\n\n

Now, why<\/em>, exactly, did DiGiorno decide to live-tweet NBC\u2019s <\/a>The Sound of Music Live<\/a><\/em>? Because\u2026 because they just did, so, like, shut up. The tweets were, per brand manager Brian Linz, \u201cabsolutely spontaneous,\u201d which makes it all the more impressive that they didn\u2019t wander into even a single horrible mistake with a pizza-related Dad joke about Nazis.<\/p>\n\n\n\n

Instead, we got the most wonderfully\u2026 [frantically Googles for alternative to \u201ccheesy\u201d; fails] cheesy Sound of Music <\/em>tweets. <\/p>\n\n\n\n

DOUGH a crust an unbaked crust
RAY, a guy that likes pizza
ME a pizza liked by a guy named ray
FAH no idea what fah is
SO so
LA a city
T tee<\/p>\u2014 DiGiorno (@DiGiorno) December 6, 2013<\/a><\/blockquote>