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Marketing

Social media watch: Seizing the moment

Whataburger had a slam dunk on Twitter over the weekend when it capitalized on the momentum of a just-gone-viral video featuring Houston Rockets’ shooting guard James Harden.

Harden was getting press for the major shade he cast at a courtside reporter who asked if he had gotten his “rhythm back” after scoring 46 points in Saturday’s game against the LA Clippers.

The burger chain scored with this piggyback post the next day, which garnered 1,500 retweets in a matter of hours:

 

 

Social media scorecard:

Novelty: 4 

Posts like these are rather common but—since they play off of recent themes and events—still feel fresh and relevant to their audience.

Imitate-ability: 9

A pulse on pop culture, coupled with some sense of humor, is all that’s required.    

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