was Hostess’ #OpeningDay Tweet A Social Media Slam Dunk?
Snack cake model performs dumb with “landing” baseball reference, then reaps report engagement levels on its Twitter account.
When is a social media flub not a mistake? When it’s on objective.
Hostess Snacks jumped into baseball’s Opening Day Twitter fray with a tweet that to start with look gave the look of a major league gaff: together with “touchdown” in an image celebrating the primary full day of MLB competition.
The tweet sparked an instantaneous response on Twitter, as per usual when manufacturers slip up:
next got here the inevitable “what had been they considering?” blog posts.
but before too long, it turned into clear that Hostess’ “error” was once meant to be a shaggy dog story. A Hostess PR rep emailed this observation to industry Insider: “seeing that embarking on the ‘Sweetest Comeback within the history of Ever’ nearly two years in the past, Hostess has employed a technique aimed at contemporizing the emblem. The bolder way has been in particular seen in the model’s social media systems. The touchdown’ line was intentional; it’s fun and aimed at young audiences who’re in on the working shaggy dog story — which, in fact, is the goalllll.”
many individuals on Twitter didn’t should be informed it was once a comic story, or were having enjoyable with it both manner:
on the other hand you slice it, Hostess’ tweet got some distance extra discover than it would have been if it had integrated handiest correct baseball terminology.
The tweet obtained 763 retweets and 430 favorites in the first 4 half of hours, a charge of engagement that’s off the charts when put next what Hostess gets for its average tweet. in line with social analytics firm Spredfast, it’s a fifty two,886% raise over the emblem’s average choice of RTs and 21,082% over its average favorite whole.
about the creator
Martin Beck is 1/3 Door Media’s Social Media Reporter, overlaying the most recent information for advertising Land and Search Engine Land. He spent 24 years with the la times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the college of Missouri journalism college, Beck began started his profession on the occasions as a sportswriter and duplicate editor. observe Martin on Twitter (@MartinBeck), fb and/or Google+.
(Some images used beneath license from Shutterstock.com.)
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