Every year brands use the Super bowl to launch their products to the top.
Budweiser has captured America’s heart with a small yellow puppy, Oreo used the ‘Dunk in the Dark’ tweet after a super bowl blackout in 2013 and this year Red Lobster responded to Beyoncé’s new song, “Formation”.
In this racy song, top artist Beyoncé, says in the first verse, “When he F*%$ me good I take his a$$ to Red Lobster because I slay.”
When brands receive unexpected attention during these events, it is in their best interest to play on that attention in a clever way.
When the lights suddenly went out in the 2013 Super Bowl against the San Francisco 49ers and the Baltimore Ravens, they responded on Twitter with, ‘Power out? No problem! You can still dunk in the dark.’ This tweet gained so much attention that it was retweeted over 10,000 times in the first hour. It received more comments, attention and views than their commercial.
When these opportunities arise, creatives have minutes to put together graphics and any other details they would need in order to keep relevance and respond in a positive way.
When Red Lobster was given this opportunity they responded with a graphic of their cheddar biscuits and the tweet, “’Cheddar’ Bey Biscuits” has a nice ring to it, don’t you think? #Formation,” and tagged Beyoncé.
The tweet received thousands of retweets. However, it also received thousands of negative reactions.
Many believed that Red Lobster should have capitalized more on this moment and been more creative.
Therefore, they sent out another tweet that said, ‘You definitely slay, @Beyoncé. Thanks for one heck of a weekend.” They also attached a photo of her halftime performance.
All Red Lobster sales have increased by 33% in result of the new release of “Formation”, and seem to be gaining a lot of notice due to the mega-attention Beyoncé is gaining from her black panther performance.
Thankfully Red Lobster was able to bounce back from their weak tweet and gain a more positive response.