Social Media Marketing

The season finale of #TheBachelorAU and #VideoGamesDay kept things light on Twitter during a week of heavy news.

Shortly after 14-year old inventor Ahmed Mohamed was arrested because his homemade clock was mistaken for a bomb, #IStandWithAhmed began trending on Twitter. Talkwalker data shows the hashtag generated almost 1 million mentions mid-week. One Tweet from President Barack Obama garnered more than 400,000 retweets alone.

Brands embracing the hashtag included Twitter, Google Science Fair and NASA.

Sunday saw a throwback to the 1980s as the trending #VideoGamesDay gave marketers plenty to play with. eBay kept the content in context, while Jimmy John’s went with a Pacman GIF to promote its sandwiches.

Other brands on board with #VideoGamesDay included Wrigley’s Juicy Fruit, which had a fun little video, and Red Bull India, which chose one of the world's most famous video game personalities, Super Mario, as its celebrity endorser. Nissan (Read more...) tweeted a short video, which certainly didn't miss the mark.

Walt Disney World had a cute Tweet, complete with sound, to promote its Frontierland Trail.

Although two months early, #VideoGamesDay also lent itself perfectly to the Pixels Movie, which posted a number of promotional tweets in July in the form of GIFs, including references to Tetris and Frogger.

It was a busy week on Twitter in Australia, after the country saw off another prime minister on Monday. This Twitter reverb shows #LibSpill, #AusPol and other hashtags relating to the wider conversation peaking at 1,800 tweets per minute at 10.30pm on Monday. In the 24 hours following news that the Australian Liberal Party had voted to replace embattled prime minister Tony Abbott with Malcolm Turnbull, there were 660,000 mentions.

Politics isn't an easy topic for brands to jump on, but this tweet from the Taroona Fire Brigade, referencing the appointment of the country's fourth prime minister in just five years, came close to nailing it, garnering more than 3,000 retweets. 

Trending under the hashtag #TheBachelorAU, The Bachelor Australia finale became one of the most-tweeted shows, generating more than 7 million impressions. 

Brands seemed to miss a golden opportunity but animal welfare group RSPCA gave it a go with this Tweet:

In terms of personal branding, and connecting with a younger generation of voters, it was New South Wales state premier Mike Baird who garnered the most retweets for his running commentary of the show.

Homepage image courtesy The Bachelor Australia

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