Social Media Hit or Miss: The Burger vs Wrap
Here’s our take on which brands have made an impression, for better and for worse, across the social media sphere this week. Brands are chosen based on compelling recommendations, best practices and overall reach and impact.
|Sometimes Burgers Can Really Make You Smile
South African fast food chain, Wimpy’s, wanted to promote the fact that it has Braille menus available for those who are visually impaired. What the brand did was both incredibly innovative and heart-warming, all at once. Using sesame seeds from standard hamburger buns, Wimpy’s spelled out “100% pure beef burger made for you” in Braille. The reactions, captured on video,of the blind consumers reading the burger bun were priceless – there are laughs and smiles all around. Wimpy’s video already has well over 500,000 views on YouTube - and this small brand gesture has now reached a global audience.
|Like Mary J. Says… It’s A Wrap
Burger King recently posted a new ad featuring recording artist Mary J. Blige on its YouTube page as part of a larger campaign featuring the likes of Salma Hayek and David Beckham. Blige was featured singing edited lyrics to her newest single, “Don’t Mind,” crooning about Burger King’s Chicken Snack Wrap and its ingredients. Almost immediately, fan backlash on blogs, Twitter and YouTube prompted the brand to pull down the video. Fans were upset at the supposed racial overtones of the commercial, as well as a well-known musician like Blige “shilling” for a brand like Burger King. In a statement to CNN, Blige said, “I agreed to be a part of a fun and creative campaign that was supposed to feature a dream sequence. Unfortunately, that’s not what was happening in that clip, so I understand my fans being upset by what they saw.” It seems, however, that the artist and brand didn’t coordinate on their stories – while Blige claimed the ad was unfinished, Burger King cited licensing issues as the reason for its removal. They have also since apologized to Blige and her fans for airing the “unfinished” ad.