Two weeks ago, KitKat had one of the more successful real-time marketing tweets in memory while jumping on the iPhone 6 #Bendgate episode. And by participating in the chatter around the smartphone's elasticity issues, the candy bar actually raced past Oreo's famed 2013 Super Bowl effort in terms of retweets.
Now the blogosphere has again started to clamor about the iPhone 6's design: This time, the hubbub is due to the phone (evidently) accidentally catching a lot of hipster beard hair as male users pull it from their ear back down to the pocket of their skinny jeans. And Gillette's social messaging team is on target.
— Gillette (@Gillette) October 6, 2014
But it has yet to take off like KitKat, which got 23,000 retweets. Gillette, at press time, was still trying to get to more than 200 retweets.
The Procter & Gamble-owned razor maker is trying to make a strong run, though, buying Promoted Tweets for the hashtag #Beardgate. It will be interesting in the coming days whether the meme picks up more steam for the brand and other men's accessories marketers.