"It truly started with just noticing how much engagement Slim Jim was getting. We weren't trying to pitch them anything. We just started engaging. There was no campaign plan behind the first exchange. They weren't working together behind the scenes and Gregus didn't reach out with her plans."
"We were leaning into internet culture and community engagement. Our end goal was building a fandom. While the two brands were very different, with Gregus explaining that Cinnabon is traditionally more brand safe while Slim Jim is way more counterculture, the back-and-forth worked because it felt real."
"It was successful because it wasn't forced. Brands that lean into cultural moments naturally can create lasting impact. Take notice of what people are discussing and how they're discussing it. Is there a way to interact naturally that draws others into the conversation?"
Cinnabon and Slim Jim created viral engagement through spontaneous brand flirtation on X without a predetermined campaign strategy. Cinnabon's social media manager noticed Slim Jim's high engagement and began interacting organically around National Boyfriend/Girlfriend Day. Rather than a coordinated pitch, the brands simply engaged with each other authentically, which resonated with audiences who followed the escalating interaction. The success stemmed from feeling genuine rather than forced, combining Cinnabon's brand-safe image with Slim Jim's counterculture approach. The strategy focused on building community fandom by noticing cultural moments and participating naturally in conversations, demonstrating that brands can create lasting impact by authentically leaning into internet culture.
Read at PR Daily
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