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Brands are wasting little time tweeting around #Blizzardof2015 and #Snowmageddon2015, two hashtags already trending nationally.
Toyota and GoToMyPC, a mobile app, are buying Promoted Tweets around the hashtag, while DiGiorno, Red Vines and Banana Republic are having real-time fun with the potentially historic weather about to hit the East Coast. (Check out a few examples below.)
But as conditions worsen, some may begin wondering whether brands should be playing too flippantly with a storm as dangerous as the blizzard is expected to become.
"Certain brands might be able to contribute if they have a snow-related angle and are relevant to the conversation, but they should be exceedingly cautious when it comes to storms of this magnitude that could cause real devastation and even deaths," said Andrew Cunningham, community lead at Huge.