Beyonce’s ‘Formation‘ is making moves and moving mountains in the unlikeliest of places.
Cited as one of the reasons MSNBC fell out with the formidable force that is Melissa Harris-Perry, the jam is also to thank for the incredibly high commercial wave Red Lobster is currently riding on.
How? A sexually explicit line in the cut that references the company.
How they handled it? Poorly…but that’s alright, because they’ve now stepped forward to reveal how they intend to make the most out of the surprising situation.
Find out how below…
Ettori, Red Lobster’s director of communications and external relations, said the brand was “a little late” with its response on social media. Yet she explained that she and her team had no prior knowledge Beyonce would reference the brand.
“When something like that happens, finding an authentic, credible position and voice that is true to your company and brand ethos is really important,” Ettori said.
Although social media users were critical of Red Lobster, on Super Bowl Sunday it saw a 33% year-over-year lift in sales, which Ettori attributed to the pop culture reference, and the launch of Lobsterfest. That’s when customers can choose from the largest variety of lobster dishes on the company’s menu.
That suggested there was another story to tell. While there may have been some initial chatter about the ins and outs of our Twitter response, and the timing of the response, the more powerful thing for us and the nugget we gleaned out of all this was that pop culture can have a really amazing impact on business.
We said the Super Bowl was a surprise for us, unplanned, and we were late [with our response], but the bigger theme is that pop culture can drive relevance for businesses and brands.
How relevant? Think 180 million social media impressions generated by the PR campaign Lobster whipped up to take advantage of Bey’s bop.
However, the company is aware that it’s unlikely to receive an endorsement bigger tan one made by the singer, but “will continue to balance speed and real-time with having a credible, authentic position that is true to our ethos.”
Click here to find out how Bey’s pulling power is working wonders for ‘Formation’s supporting tour.
#NowPlaying: Postmodern Jukebox – ‘No Diggity (in the style of Jessica Rabbit.)’