There was a moment in modern marketing–and it was just a moment, right around the time social media still felt like a new, fun club we all just joined, but not yet a required media outlet–that a well-timed tweet from a brand to acknowledge, pay tribute to, or joke about a cultural event would be well received, and maybe even thoroughly enjoyed. The Oreo dunk heard ’round the (advertising) world, perhaps a well-timed Denny’s or Arby’s tweet. But then, as with all great ideas, soon rumbled the rest of the herd, and before you knew it White Castle was #NeverForgetting.
Which brings us to the solar eclipse. It’s Zeitgeist City across the Internet and brands could not let the opportunity go by. It’s not that many of these are that terrible in isolation, it’s just all together it feels… shudder… ugh.
So if you haven’t burned your retinas out trying to stare down the sun with a discount pair of eclipse glasses, these tweets might just do the job.
— Dunkin' Donuts (@DunkinDonuts) August 19, 2017
— Cracker Barrel (@CrackerBarrel) August 21, 2017
— Malibu Rum (@maliburumus) August 21, 2017
— Royal Caribbean (@RoyalCaribbean) August 21, 2017
— Denny's (@DennysDiner) August 21, 2017
The #SolarEclipse2017 is a once-in-a-lifetime Ring!*
*But, for real, Chicken Rings are NOT NASA-approved lenses, you guys. pic.twitter.com/5ql2WKevIp
— White Castle (@WhiteCastle) August 21, 2017
— Pringles (@Pringles) August 21, 2017
— Mitsubishi USA (@mitsucars) August 21, 2017
— krispykreme (@krispykreme) August 21, 2017
— Hostess Snacks (@Hostess_Snacks) August 21, 2017
With so many attempts, one brand was bound to try something that was actually pretty great–and that honor fell to perhaps the most aptly named snack of all, nailing the reactive tweet below.
Lol ok https://t.co/lobyuNOkee
— MoonPie (@MoonPie) August 21, 2017