Twitter is hard, really hard.
I understand as marketers as all of these platforms pop up it is only natural that you jump on and start experimenting. In fact, I encourage the scientific-artist in you to do just that. However, we reach a point where our network stalls out so we listen to a podcast, download a whitepaper, or read a blog about how to get more followers and we try to continue to grow our brands using that insight.
Most of that insight on Twitter focuses around Twitter search and hashtags which are the two most powerful tools in the Twittersphere. A brand goes into search and they might see that #wisdomwednesday is trending so they want to "inject" themselves into the conversation, as they should. However they might lack a sense of nuance or the ability to manage the conversation in a way that their tweet about their brand doesn't come off as endorsing "ruffies."
There are two things for this brand to learn here; First, that you don't own a hashtag so be prepared that it can go sideways on you very quickly and two, marketing that even seems like it promotes sexual assault is never worth doing, I mean ever. Alcohol brands should be especially cognizant of this in light of what their product does to a person's inhibitions.
This tweet isn't like the DiGiorno tweet from two years ago where they didn't investigate a hashtag properly and jumped on a domestic violence trending topic with this gem:
The #wisdomwednesday tweet from this brewery more closely resembles whatBud Light had put on cans for their #upforwhatever campaign. As I write this, I am still assuming the entire marketing department was fired after this:
The Brewers Association reported that 75% of Americans of legal drinking age live within 10 miles of a brewery and that women 21-34 are over-indexing in the craft beer category, meaning they are a better customer by either spend or consumption than their male counterpart. So, tell me again why you would craft a tweet that looks like this?
In 2016 we can agree that social is the modern version of "the web," we can agree that the Internet of Things is here, we can agree that fear marketing is going to be BIG in the political campaigns, but might we also agree that these campaigns have no place in the marketing landscape?
Now back to your dreams of winning the Powerball.