The RB/FSTEC awards: digital all-stars
Most surprising use of social media
Winner: Domino’s confuses and captivates with emojis
To announce its tweet-to-order feature, for one day Domino’s flooded its Twitter feed with posts and responses consisting solely of pizza emojis. The move garnered some questions as well as thousands of retweets and favorites, starting a buzz and capitalizing on the language of today’s youth.
Honorable mention: Little Caesars’ hack attack
To celebrate its new bacon-wrapped pizza, Little Caesars invited fans to “Tap the Bacon” and hack their feeds. Facebook users were congratulated with a video of applause while the Twitter hack flooded users’ timelines with 3½ inches of bacon photos, flanked by a branded message.
Honorable mention: Taco Bell shows love on Snapchat
Taco Bell was one of the first to pursue Gen Z via disappearing messages. Its Valentine’s Day effort showed its grasp of the platform with a Snap story, allowing users to screen shot, personalize and share branded virtual valentines.
Social media marketer of the year (large and small chains)
Best single social media post
Social media: most tantalizing food porn
Best social media event
Tech accelerator, full service
Tech accelerator, limited service
Tech accelerator, nontraditional