Arby's Twitter conversation with Pharrell Williams during the Oscars turned out to be another big win for the brand. In a tweet, the fast-food company brilliantly revealed that it had purchased the rapper's Vivienne Westwood-designed hat—which it previously pointed out looks a lot like the Arby's logo—for $44,100 as part of a charity-based auction.
The brand's move culminated a fun Twitter-based discussion with Williams about his eye-catching fedora that began during the Grammys. When it comes to retweets and favorites in Twitter messages containing the #Oscars hashtags, Arby's tweet won the night.
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