Tuesday, December 18th, 2018 | 5 min read
It’s hard to believe we’ve reached the end of another year. Wasn’t New Year’s Eve just a few months ago? It’s not until we look back on some of the most memorable moments of 2018 that we realize how much time has actually passed.
Below, we’ve rounded up some of the top trends you definitely tweeted about, but may have forgotten… until now.
You probably remember seeing lots of videos last winter of kids – and, somehow, adults – participating in the Tide Pod Challenge by putting Tide Pod laundry detergent packets in their mouths to see how long it took for the Pods to dissolve. At least, we think that was the point of the challenge… assuming there was any point to it at all.
Understandably, Tide wasn’t thrilled that people were ingesting its products. The Tide Pod Challenge was a danger to public health, and a crisis for the brand.
Rather than ignore the problem or simply release a bland statement telling people not to consume its detergent, Tide partnered with NFL star Rob Gronkowski to get its point across.
What should Tide PODs be used for? DOING LAUNDRY. Nothing else.
— Tide (@tide) January 12, 2018
The entertaining video generated 228,000+ conversations on Twitter, got 185,000+ Likes, and nearly 91,000 retweets. This was a great example of a brand turning a crisis into a fun teaching moment.
Lebron James’ talent and mass-appeal have made him a staple in the media. In April 2018, Foot Locker decided to build off of this popularity by featuring him in a simple but effective tweet that called King James’ fans to action.
Foot Locker asked asked fans to “RT if LeBron James is the best player you’ve ever seen.” The request led to nearly 7,500 retweets, and generated more than 24,000 conversations.
RT if Lebron James is the best player you’ve ever seen.
— Foot Locker (@footlocker) April 26, 2018
Considering the brand spent $182 million on advertising last year and this single tweet was its most-mentioned campaign, we consider it a slam dunk.
Raking in $2 billion of gross revenue, it’s fair to say that Avengers: Infinity War left its mark on movie-goers. (So much so, that Avengers: Endgame recently broke the record for most-watched movie trailer, beating out – you guessed it – Infinity War.)
As viewers were left with so many raw emotions following Infinity War’s powerful ending, smart brands took note and drew on these feelings in their marketing content. Unsurprisingly, Wendy’s brought the snark.
Calling out its competitor’s frozen beef patties, the Wendy’s tweet riffed on Peter Parker’s final moments on screen before his dramatic dissolution into dust. The bold-yet-understated post clearly struck a chord with online audiences, getting more than 233,000 Likes, 76,000 retweets, and sparking thousands more conversations.
When your brand is synonymous with breakfast and pancakes, announcing a rebrand that’s focused on burgers is understandably jarring for customers.
Back in June, IHOP informed the public that it would be changing its name to IHOb — and that the “b” didn’t stand for breakfast, but for burgers. People had a lot to say about this change, leading to almost one million online conversations around the rebrand.
— IHOP (@IHOP) June 4, 2018
Though it was eventually revealed to be a short-lived marketing ploy, IHOP achieved its goal of not only starting conversations, but more importantly quadrupling its burger sales.
As we’ve seen in the other examples mentioned, sometimes the simplest tweets have the greatest impact. Such was the case when Burger King literally called out Budweiser in the following post:
.@budweiserusa ☎️ brring brring brring brring
— Burger King (@BurgerKing) June 26, 2018
Burger King didn’t even need words to garner attention, the phone emoji and “brring brring” were all it took for people to respond in droves. Other brands even joined the conversation, including Steak-umm, Havana Argentina, and others.
— Steak-umm (@steak_umm) June 28, 2018
— Havanna Argentina (@Havanna_arg) June 28, 2018
The energetic exchange was part of a campaign announcing the limited edition American Brewhouse KING Sandwich. In all, the tweet spurred 129,000+ conversations on Twitter. But most importantly, it revived Budweiser’s iconic 1999 Super Bowl “Whassup” spot.
While the above social media wins are just a tiny fraction of the moments that got our attention in 2018, it’s clear that people respond well to food, sports, and viral challenges. In the New Year, we can probably expect to see similar trends play out, in addition to the usual political tirades we’ve become accustomed to. Also, Fortnite.
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