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:
The front runner for "Single of the Year." #AMAspic.twitter.com/3swVoj6W3Q
— Domino's Pizza (@dominos) November 24, 2014If 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, 2015JT looks pretty great in that suit and (bow) tie. Must be ordering from the Fit Fare menu at #dennys. #AMAs
— Denny's (@DennysDiner) November 25, 2013
Applebee’s angled for engagement with young brand fans by sharing its love for Artist of the Year winner One Direction:
#APPLEBAES#meninblack#browniebites#storyofmylife#eredcarpet#amaspic.twitter.com/lltCnTCKkl
— Applebee's (@Applebees) November 24, 2014
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:
Novelty: 2
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.
Imitate-ability: 9
Just turn on the TV and start tweeting.
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