The 2018 Branded Twitter Awards

The 2018 Branded Twitter Awards

In case you missed any, we decided to round them up, superlative-style, in this year’s Branded Tweet Awards. You’d think nothing could surprise us on social media anymore. Earlier this year, Seamless posted this clever and self-aware meme that we thought deserved a round of applause all around. pic.twitter.com/03auBKu2o8 The Most Existential Tweet If there ever was a branded tweet to define a year, an era, a generation, it’s a tweet by Steak-Umm that went viral just a few months ago. It’s pretty brilliant, and their large following and rate of engagement proves that it works. The account often posts graphics and polls asking fans which trade they’d make or which player they hope gets traded onto their team. Twitter’s followers (including me) jumped on the opportunity to question, offer advice, and poke fun of the brand. The Sassiest Clap-Back Ever since Amy Brown redesigned Wendy’s Twitter strategy, we’ve gotten very used to brands, especially fast food chains and food products, serving us a fair amount of irreverence, sass, humor, and wit on Twitter. 2018 was a beautiful year for brand tweets, and there are plenty of others that we weren’t able to feature but appreciate fully. If we missed a brand tweet that influenced you this year, let us know by tweeting at us, of course.

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Ah, Twitter. A hub for media professionals, meme creators, and brands with all kinds of clever, irreverent, informational, and poignant personas. From existential rants to sass to actual nonsense tweeted for two hours straight, 2018 may be the year that goes down in history as harboring some of the strangest, most unique, and most entertaining tweets of all time.

In case you missed any, we decided to round them up, superlative-style, in this year’s Branded Tweet Awards.

The Most Incoherent Tweet From a Fast Food Chain

This year, Netflix posted an hour-long video of Cole Sprouse eating a hamburger on IGTV, Amazon spammed teens on Snapchat with ads for Prime, and Taco Bell corrected White Castle’s grammar on Twitter. You’d think nothing could surprise us on social media anymore.

Color me surprised, however, when Burger King tweeted a slew of nonsense characters for hours on end in December. There’s speculation that this was a marketing stunt to promote the Dogper, a new flame-grilled dog treat (a totally real product, by the way) by pretending a dog was tweeting on the account. Whatever was happening, it was totally strange, oddly hilarious, and a little bit concerning. Burger King, are you okay? Can we help?

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The Best Original Meme

Seamless has a great sense of its audience. It knows that they’re largely millennials who appreciate a good meme with clean, aesthetically pleasing copy, and they’re probably hungry.

Earlier this year, Seamless posted this clever and self-aware meme that we thought deserved a round of applause all around. It’s simple, funny, and probably true, making it a wonderfully effective piece of branded social copy.

It’s settled then. pic.twitter.com/03auBKu2o8

The Most Existential Tweet

If there ever was a branded tweet to define a year, an era, a generation, it’s a tweet by Steak-Umm that went viral just a few months ago. I spoke to Nathan Allebach, Steak-Umm’s social media manager, about it because I was so intrigued by his decision to use a branded account for state-of-the-world musings.

As he explained, “We saw an opportunity in a weird way to insert our brand to just be an oasis away from a lot of that and add some hope and some positivity.” If we see more of these poignant muses from brands in the future—and thanks to the success and impact of this one, I think we will—we have Steak-Umm to thank for this movement.

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