Look Out Oreo, Arby’s Left You In The Dust With A Tweet About Pharrell’s Grammys Hat


Move over, Oreo. You earned kudos last year for your quick-thinking funny tweet when the 2013 Super Bowl blackout happened. But there’s a new kid in town, Arby’s, showing that roast beef can newsjack a live event as well as the sweet stuff.

Last night, in response to unusual hat worn by singer Pharrell Williams at the Grammy Awards, Arby’s spotted a resemblance to its own hat and joked about getting it back:

The tweet currently has about 80,000 retweets, which is over five times more than Oreo’s “You Can Still Dunk In The Dark” tweet earned last year. It’s currently at around 16,000 retweets:

Arby’s also scored because Pharrell himself found the tweet funny enough to reply back to Arby’s. “Y’all tryna start a roast beef?,” he joked, a tweet that itself currently has nearly 11,000 retweets:


Arby’s tweet is well-short of the 400,000 retweets that happened to tweets about the tragic deaths of Cory Monteith and Paul Walker last year. But in terms of a brand “newsjacking” tweet, it’s probably the biggest we know of, though we’re checking to confirm. Twitter, in its Grammy’s round-up, did confirm it was the most retweeted tweet of the night.

Another brand that scored well during the Grammy’s, from a nice round-up by Digiday, was Gain laundry detergent, with just over 8,000 retweets currently for a similar play off Pharrell’s hat:

FYI, Oreo itself was busy during the Grammys, with a #sendmeoreo campaign to send the first 20,000 people to tweet a free pack of their new Cookie Dough or Marshmallow Cookie Oreos.

Related Topics: Channel: Social Media Marketing | Creative Of The Day | Grammys | Top News | Twitter


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.


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