Crash Tweeting
Definition: A brand’s failure to capitalize on trending topics with relevant or witty tweets
Staying on top of pop culture and keeping the public engaged is a tricky job. Red Lobster learned that lesson the hard way this past weekend after being mentioned in a new video from Beyoncé. The lyrics in her song Formation, which are too racy to be referenced here, threw the restaurant chain some major kudos and a large dose of unexpected publicity. As the music video went viral and millions of fans waited with bated breath for a response from Red Lobster on Twitter, they were left with nothing – for 8 whole hours. By the time Red Lobster’s reps decided to chime in, their response left much to be desired.
Meanwhile, Southwest Airlines jumped on the opportunity to throw themselves into the conversation by referencing a line from Formation where Beyoncé says she carries hot sauce in her bag.
Even though Red Lobster dropped the ball, they still managed to see their sales skyrocket from the special shout-out. It makes one wonder what would’ve happened if they posted a timely (and wittier) response for the masses!
