Thanks to Kanye West, Burger King UK now has the most ‘liked’ branded tweet of all time. The thing is though, that Kanye still does not know.
Over 1 million likes. More than 270,000 Retweets. Burger King UK really did “break Twitter” with this one. But the flame-grilled burger brand did have a lot of help from Kanye West; indirect help that is.
Back on November 4, then in the midst of several surprising declarations, hip-hop star Kanye West took to Twitter to share his love for McDonald’s. Within hours, Burger King UK jumped at the opportunity. The brand retweeted Kanye’s message, with the simplest add-on line of copy: “explains a lot.”
Explains a lot https://t.co/CalmlcD3eu
— Burger King (@BurgerKingUK) November 5, 2018
The tweet immediately caught the attention of people all around the world. Generating nearly 1.5 million interactions within just a few weeks, and earning itself the glorious title of “most liked brand tweet of all time.” Just that.
The tweet was the work of Coolr, BK’s new agency for the UK.
Soco Nunez, head of brand at Burger King, explained: “We are delighted that our most recent activation has seen such huge engagement on Twitter. As a brand, we strive to constantly push the boundaries of creativity and develop ideas that engage at scale. We’ve been working closely with our new agency, Coolr, to rethink our approach to social and are genuinely excited by the impact we are having together.”
Many marketers talk about how organic reach is dead. The truth may well be different. For those who still believe and think strategically about the role of social media in building brands nowadays, organic can still work wonders.
Just for the sake of curiosity, can you imagine how much media budget you would have needed to gather over 1 million likes? Yes, that.