The Serious Ground Rules Of Playing With Your Brand

At last year’s Grammy Awards, singer Pharrell Williams wore such an outlandish hat—a cross between Smokey the Bear’s forest-brown lid and The Sorting Hat at Gryffindor—that it quickly received its own Twitter account.

Then some marketing genius at Arby’s, whose corporate logo is a hat of similar design, hit it out of the ballpark. The roast beef chain tweeted Williams a message during the live broadcast: “Hey @pharrell, can we have our hat back? #GRAMMYs.”

By the next morning, the tweet garnered 75,000 retweets, more than 40,000 favorites, and high-profile media coverage. Williams later auctioned off the hat for charity, which Arby’s won with a $44,000 bid…

The Serious Ground Rules Of Playing With Your Brand

CopyRanger

Rick Duris is CopyRanger.

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