Twitter’s released their ‘Best of’ 2018, recognizing brands that stood out on the platform this year with humor or engagement—or found other interesting ways to use the platform. Ryan Oliver, Twitter’s head of US/Canada brand strategy, selected the winners, which include KFC, Wendy’s and Budweiser. Sections include ‘Best 6-Second Video,” “Best Launch Moment,” and “Best Brand Purpose.” Let’s take a look at some of the highlights.
Best Brand Voice: @KFC
KFC made a lot of headlines this year, from its chicken scented log to streetwear, it’s no surprise they made the platform’s ‘best of’ list. The moment that stood out to Twitter was when KFC live-tweeted General Hospital. Many followers asked for more, one fan replied, “I hope you keep this up.” Twitter also applauded the Colonel’s comeback on the platform.
— KFC (@kfc) June 25, 2018
Best Digital To Physical Activation: @SiliconHBO
Silicon Valley made fun of the boom in food delivery apps by creating their own called “SliceLine.” Much like Priceline, the popular travel site, it finds users the cheapest choices with an added bonus: drone deliveries. On the premiere of Silicon Valley’s fifth season, HBO used Twitter to deliver pizza to fans who used the #SliceLine hashtag, some actually received their food via drone.
Best Banter: @Wendys and @LittleDebbie
Wendy’s is known for its snarky Twitter voice and beefing with other fast-food spots. Oliver says Wendy’s is top dog when it comes to it, “NOBODY is better at Twitter banter.” The hamburger joint’s “Twitter talk show” with Little Debbie won this category. Using the same talk show format, we saw Pop Tarts and Moonpie jump into the fun conversation.
— Little Debbie (@LittleDebbie) March 7, 2018
Best 6-Second Video: @Tide
Earlier this year Tide won a Grand Prix Cannes Lions and Twitter’s first #BrandBowl with their “It’s a TideAd,” which spoofs most stereotypical TV ads. The commercial came back during early in the NFL season using famous players and Fox’s entire on-air personality team. Sports Analyst Mike Pereira used the telestrator not to mark-up a football replay, but to show how clean a football player’s white pants were.
Best Use of Creators: @NBAonTNT
Grassroots meets Twitter. The NBA on TNT partnered with Niche, the platform’s creator community, to work with local artists in key NBA cities. The artists, from places like Boston, Los Angeles, and Philadelphia shared their art via social media and it was featured in NBA Tip-Off OOH ads. The beautiful artwork was also shown on Twitter in a “Heart to Remind” campaign.
Best Brand Purpose: @nike
Nike’s Kaepernick ad was among the most groundbreaking of 2018. The black and white photo of Kaepernick’s face with the words “Believe in something. Even if it means sacrificing everything,” stirred a heated conversation throught the platform and the country.
Best Event Activation: @budweiser
Budweiser was the most-mentioned brand on Twitter during this summer’s World Cup. It’s Man of the Match polls let fans vote for their favorite player during each match. Budweiser generated 115 billion impressions as a result of the polling activation, a combined effort by FIFA, Twitter and Bud.
Best Launch Moment: @heinzketchup_us
Mayochup, a combo of ketchup and mayo, got a lot of buzz in 2018. The concoction generated one billion impressions in the first 48 hours of launch. Someone tweeted a photo of the product from a Kuwait grocery store and it turned into a Twitter debate on whether it should be sold in other countries. This gave Heinz the idea to create a Twitter poll asking if Mayochup should be released in the US with over 500,000 voting yes.
Want #mayochup in stores? 500,000 votes for “yes” and we’ll release it to you saucy Americans.
— Heinz Ketchup (@HeinzKetchup_US) April 11, 2018