This week, Twitter hacks on Jeep and Burger King sent the internet into a frenzy. Hackers took control of these channels and claimed items such as corporate takeovers, and employee misconduct. Looking to join the conversation, MTV and BET staged faux Twitter attacks and were able to cleverly integrate messaging about upcoming programming into their “hacked tweets”.
While MTV and BET were able to capitalize on the hacks to drive some program messaging, this tactic did generate some backlash from media and followers. On the flip-side, BK and Jeep used the hack to create some friendly brand-to-brand banter that really resonated socially.
Why I’m Curious:
With brands always looking for ways to leverage the news and pop-culture to drive positive engagement, it was interesting that MTV and BET took this risk. The exchange between Jeep and Burger King further underscored how fans love brand to brand engagement on social media.