If there was one big winner at last night's Grammy Awards that was even more surprising than Daft Punk getting Album of the Year, it was Arby's scoring the tweet of the night.
The sandwich chain's post about Daft Punk collaborator Pharrell Williams' sartorial selection ("Hey @Pharrell, can we have our hat back?") was a responsive-marketing coup de grâce, with 75,000 retweets and more than 40,000 favorites by Monday morning.
Hey @Pharrell, can we have our hat back? #GRAMMYs— Arby's (@Arbys) January 27, 2014
To be sure, jokes about Pharrell's hat, which looked borrowed from Smokey Bear, had been flying around Twitter for more than an hour before Arby's made its post.
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