The American Music Awards took place Sunday night, and a number of restaurant brands took to Twitter to drum up excitement for their menu items in addition to the show’s musical acts:
If steak was a song it would be the one you sing in your car at the top of your lungs #AMAs— Outback Steakhouse (@Outback) November 23, 2015
Applebee’s angled for engagement with young brand fans by sharing its love for Artist of the Year winner One Direction:
And Whataburger continued its social-media success streak by capitalizing on one surprising moment—a wardrobe malfunction experienced by one of Jennifer Lopez’s back-up dancers. The burger chain responded to the incident with the following tweet, which had more than 800 retweets by Monday morning:
I bet @JLo wishes she had a Whataburger on her block.— Whataburger® (@Whataburger) November 23, 2015
Social media scorecard:
Jumping on the buzz of prime-time programming is a popular move, but unconventional approaches that target a specific audience, such as Applebee’s post above, or react to an unexpected moment, a la Whatburger’s, can add a fresh spin.
Just turn on the TV and start tweeting.