Taylor Swift announced her engagement to Travis Kelce on August 26 around noon E.T., prompting immediate responses from brands. Within 30 minutes, Sour Patch Kids, Duolingo, and Buffalo Wild Wings posted reactions on X. Reactive digital marketing emphasizes speed, and companies like Duolingo, Amtrak, and Heinz have previously benefited from joining trending conversations. Brands used quick tweets, creative posts, and push notifications to engage Swift's fanbase and boost visibility. City and corporate accounts saw unusually high engagement metrics, such as Cleveland's tweet surpassing 20,000 likes. Fast, topical content aimed to convert cultural moments into marketing wins.
Taylor Swift posted an announcement of her engagement to Travis Kelce at around noon E.T. on August 26. By 12:30 p.m., Sour Patch Kids, Duolingo, and Buffalo Wild Wings had all tweeted about it. In today's era of reactive digital marketing, brands with wildly successful social media presences tend to echo the same mantra: It's all about speed. Companies like Duolingo, Amtrak, and Heinz have scored some of their most successful posts by chiming in on whatever discourse is currently dominating X feeds.
For most brands, X is the platform of choice for rolling out the quickest possible response to a piece of breaking news, given the low lift required. Today, brands from across a wide range of categories came out in droves on the platform to offer their two cents on the Swift and Kelce engagement. "SUDDENLY I BELIEVE IN LOVE!!!!!!!!!!!!!!!," Sour Patch Kids wrote. "But when will it be your Spanish teacher's turn," Duolingo quipped in response to Swift's Instagram caption, "Your English teacher and your gym teacher are getting married."
"WE WILL CATER THE WEDDING," Buffalo Wild Wings offered. "It's a love story, and baby she said yes," Crumbl cookies wrote above a pairing of cookies clearly meant to represent the future newlyweds. Even the city of Cleveland couldn't pass up the opportunity to alert its followers to the news with a tweet that's already scored more than 20,000 likes-a startling sum compared with the account's usual posts, which tend to net less than 10 likes apiece. Other brands tried different avenues to turn Swift's announcement into their own win, including GrubHub, which sent a push notification to customers reading: "And we say yes to takeout. Order your favorites today."
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