Extra Credit Blog
Red Lobster jumped on the PR opportunity and started using the hashtag #formation all over social media. After Beyonce name drops them in the first verse of her brand new song they has to take advantage of that opportunity. The song came out on Saturday, which typically isn’t a good time for marketing, so they strategically planned a way to use this. What they most likely did was gather their creative directors, copywriters, designers, brand managers, account execs and PR consultants to discuss the best way for the brand to respond and use this.
How they decided to do this was to blow up social media with some witty posts. For example, “”Cheddar Bey Biscuits” has a nice ring to it, don’t you think? #Formation @Beyonce”. This was genius. Not only did she perform this at one of the most nationally watched games but Beyonce has a massive following. Red Lobster knows this and knows that if they support Beyonce and Beyonce supports them then people are most likely going to eat there or at least try it. The mention may be hard to catch but now that they emphasized it and made sure the public was aware that it was there sales have increased 33% just since the release of this song! That is drastic. Good for you Red Lobster for jumping on this opportunity. I mean it is Beyonce…how could you not.
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