The RB/FSTEC awards: digital all-stars
Best single social media post
Winner: Chipotle’s rainbow connection
After the Supreme Court’s landmark ruling in July on same-sex marriage, many brands tweeted their support. Chipotle’s version, “Homo Estas? Very well, thank you. #LoveWins,” matched pins and coupons it handed out at gay-pride parades in various cities this year. The chain took a risk and was met with mixed reactions. Some said the tweet exploited a major event in human rights. But it wins for being bold, timely and standing out in a sea of rainbow and homogeneous hashtags.
Honorable mention: Jimmy John’s brandjacks its pizza papa
The sandwich chain simultaneously summed up and solidified its brand voice with a one-word tweet to celebrate Father’s Day: “Dad?” directed at Papa John’s. Amused fans rewarded Jimmy John’s post with 35,000 retweets and 42,000 favorites. When Papa John’s replied, “Yes, my son?” it garnered the pizza chain 17,000 retweets of its own, proving interactions among brands—a go-to tactic for Jimmy John’s—can expand one’s reach.
Honorable mention: Arby’s buries the hatchet with Jon Stewart
From funky Pharrell hats to beloved comedians, Arby’s has mastered newsjacking and self-deprecating humor. After The Daily Show host Jon Stewart, a longtime Arby’s critic, announced his retirement, the QSR had the last laugh when it tweeted, “Jon, feel free to reach out to us at firstname.lastname@example.org.” Of course, Stewart rebutted. The chain’s response: an ad during Stewart’s final show featuring a montage of his best digs. Multiple news outlets covered the exchange.
Social media marketer of the year (large and small chains)
Most surprising use of social media
Social media: most tantalizing food porn
Best social media event
Tech accelerator, full service
Tech accelerator, limited service
Tech accelerator, nontraditional