The Bite That Started Billions of Impressions ‘Round the World
Luis Suarez has been in the limelight recently due to his alleged biting another player in the 2014 World Cup. Many food companies decided to cash in on the controversy with a reference to “biting into” their food products. With fervor for the World Cup reaching worldwide, the Suarez bite drew the attention of marketers who were waiting for just such a moment of opportunity. There is a lot of talk today regarding the speed with which campaigns must be at the ready to launch ad-hoc, game-changing content. Having the ability to hop on a topic almost immediately allows companies to hit the social media jackpot.
We looked into the keywords that would draw us the most conversation about this infamous bite. Tweets using #Suarez went from 2,559 posts on June 23rd to 262,583 posts on June 24th. That’s over a 10,000% increase in 24 hours. The fire of the topic continued to rise, and soon the bite became the top tier of marketing hype for the World Cup discussion.
Snickering in Real Time
Snickers’ post on June 24th invited Luis Suarez to have bite from their delicious candy bar. The audience bit deeply into this marketing sweet treat. The tweet below earned the popular chocolate bar brand a total of 15 million impressions within seconds.
— SNICKERS® (@SNICKERS) June 24, 2014
The tweet was retweeted 43,184 times and Snicker’s twitter handle gained almost 5k followers in less than two days.
The bite buzz wasn’t just successful within US advertising. Nando’s, a chain of Portuguese–Mozambican restaurants based in the U.K., usually averages around 1 million total impressions on their Twitter page.
— Nando's (@NandosUK) June 24, 2014
On June 24th, they shot up to 15 million impressions when they tried to convince Suarez to have bitten into their juicy chops and dine at their restaurants rather than on the soccer field. Nando’s tweet earned 35,138 retweets in one day.
McDonalds_Uy impressions skyrocketed from 30,000 to 18 million total impressions as they suggested Luis Suarez should try their Big Mac in case he was still a little hungry. Their potential impressions increased by 35,623% from June 23rd to June 24th thanks to one successfully snarky tweet. Not too shabby for real-time marketing response.
McDonalds Uruguay had the highest number of retweets from our selected top companies; this winning post was retweeted more than 72,000 times.
Hola @luis16suarez, si te quedaste con hambre vení a darle un mordisco a una BigMac ;)
— McDonald's Uruguay (@McDonalds_Uy) June 24, 2014
The Uruguay McDonald’s page received more than 2,500 followers in less than 24 hours.
The responsiveness of Mcdonalds Uruguay, Snickers, and Nando’s all successfully exploded their social media presence with one strategic post. These results show us that, in marketing, timing is everything.
Content contributed by Zuzana Salka