Move Over, Oreo: #Bendgate Inspires New 'Biggest Brand Tweet Ever'
KitKat was more fortunate than Derek Jeter this week.
The brand’s “real-time” response to the Apple #bendgate controversy has easily surpassed Oreo’s “dunk in the dark” to become the king of all corporate tweets. (For now, at least.)
Yes, it was clever. Credit goes to JWT London as we debate whether advertising or PR should own real-time social media marketing duties.
We don’t bend, we #break. #bendgate #iPhone6plus pic.twitter.com/uippCg4kCi
— KITKAT (@KITKAT) September 24, 2014
Why, exactly, was this particular tweet so popular?
We don’t really have a definitive answer to that question other than the fact that the tweet referenced a popular story-turned-hashtag that was all the more compelling for casting shade on one of the world’s most successful businesses. It’s the corporate equivalent of celebrity gossip, really. And it didn’t need to rely on a live televised event like, say, The Super Bowl or The Oscars.
Everyone was reading about the story on social, which is why the brands that got involved were rewarded with extra attention. (It didn’t have to do with the number of people following Kit Kat, because as we also learned this week, most people have no real interest in “friending” consumer brands anyway.)
Here are some more:
Samsung
.@72andSunny? pic.twitter.com/7bMd5tsHtP
— Patrick Coffee (@PatrickCoffee) September 25, 2014
Samsung Mobile
Curved. Not bent. #GALAXYNoteEdge pic.twitter.com/OTPIYlI07f
— Samsung Mobile (@SamsungMobile) September 25, 2014
LGA
Our phone doesn’t bend, it flexes…on purpose. #bendgate pic.twitter.com/d1DudxDQgf
— LG USA Mobile (@LGUSAMobile) September 24, 2014
Dockers
Avoid #bendgate with our hidden security side pocket. Smart phone, meet the #SmartestKhakis ever made. pic.twitter.com/Eb2bvg6fcS
— Dockers (@Dockers) September 24, 2014
Heineken
Dear Apple… #BendGate pic.twitter.com/XJ8zVEUog9
— Heineken NL (@Heineken_NL) September 25, 2014
ASUS
The clear choice is the one that stands out. #ZenFone #BendGate pic.twitter.com/KxgKj4rW9N
— ASUS (@ASUS) September 26, 2014
Pringles
Bends rule! #bendgate #hyperbolicparabaloid pic.twitter.com/AlreYLQ6D1
— Pringles (@Pringles) September 25, 2014
Quirky
Our products don’t just bend, they curl & even explode. #bendgate https://t.co/ofj8jCRpkb & https://t.co/1YqvGpnpB1 pic.twitter.com/4GPteZaI3p
— Quirky (@Quirky) September 24, 2014
Here are a couple of more obscure examples:
Next Limit
…and that’s why we develop software. #bendgate pic.twitter.com/FCcxFlyW8L
— Next Limit (@NextLimitTech) September 26, 2014
City Calling
Apple design engineer? Register with City Calling and start hunting for a new job. #BendGate pic.twitter.com/tGmNYIhDSR
— City Calling (@CityCalling) September 24, 2014
Some pretty good entries here — especially Heineken. But none of them were quite as short, sweet and on-point as Kit Kat. Lightning in a bottle, et cetera.
Now who did we miss?