#VeteransDay: Brands Honor Soldiers Past & Present
Businesses strike a respectful tone on holiday; Texas Roadhouse does very well with weeklong campaign.
We give brands a lot of grief for social media flubs, especially when they make ham-handed attempts to exploit real-time trends and topics. We have been known to urge businesses to stand down on social media on certain anniversaries.
But today we’re putting aside our cynicism about motives and presenting a sample of brands’ Veterans Day tweets. Besides we couldn’t find any significant missteps. Most tweets had very subtle, if any, marketing messages, sticking with thanking military veterans and current troops serving the country. Here are a few of the best:
— Seattle Seahawks (@Seahawks) November 11, 2014
Paying homage to all of those who serve this fine country. #VeteransDay
— House of Cards (@HouseofCards) November 11, 2014
— Tesla Motors (@TeslaMotors) November 11, 2014
— Budweiser (@Budweiser) November 11, 2014
— AnimalPlanet (@AnimalPlanet) November 11, 2014
— American Eagle (@AEO) November 11, 2014
— Coca-Cola (@CocaCola) November 11, 2014
Several restaurants and food service providers — including Starbucks, Chili’s and Applebees — offered free items to veterans and people currently serving, but Texas Roadhouse’s effort is unique. The steakhouse chain started promoting their Veterans Day lunch giveaway last week with social media posts from @TexasRoadhouse and influencers recruited by their digital agency LEAP.
Using the hashtag #TexasRHforVets, they asked people to share the pictures of their loved ones in the military and to spread the word about the free lunch and a sweepstakes on Monday with a grand prize of a year’s worth of free steak dinners. The campaign took off, drawing nearly 60 million Twitter impressions through Monday, and pushed its way into Twitter’s U.S. trending topics, according LEAP.
— Texas Roadhouse (@texasroadhouse) November 10, 2014
We checked with social marketing platform Spredfast and confirmed that Texas Roadhouse got very positive social returns from the campaign. The tweet that introduced the event on November 3, got 184 retweets a 475% increase over its average for retweets. And during the week of the campaign, according to Spredfast data, Texas Roadhouse got 800% more Twitter mentions — 656 a day — than its daily average for the previous month.
So it was a victory all around for Texas Roadhouse, big reach and priceless good will. Here’s a sample of some of the tweets shared with the restaurant chain:
— Mary Kate Parkinson (@Mary_Kate_P) November 11, 2014
— Lisa Taylor (@MsMetsFan) November 10, 2014
— Delta (@Delta) November 11, 2014
— Lil Hobson (@hobscotch59) November 11, 2014
— Kristi Reddell (@momsconfession) November 10, 2014
— Angie DePue (@angiedepue) November 10, 2014
— sherry bracy (@sherrybracy) November 10, 2014