The big brand conversation around #GBBO

By Gordon Macmillan
Friday, 10 October 2014

The final of @BBCOne’s “The Great British Bake Off” (@BritishBakeOff) has proved itself to be one of the biggest TV hits of the year. It attracted 12.29 million viewers and hit a peak of 5,711 Tweets per minute as Nancy Birtwhistle (@nancybbakes) was named 2014 winner.

Throughout #GBBO, there has been a running Twitter conversation as people and brands joined in the social buzz that has surrounded the programme. Last night alone, there were more than 106,000 Tweets as the show aired and viewers speculated who would take the crown in the #GBBOFinal.

A wide variety of brands took part in the Twitter #GBBO conversation. Here are some highlights.

With Nancy named winner, there were many offering their congratulations for the woman dubbed ‘Mrs. Microwave’.

As the show wound its way week by week towards the final, there were many chances to win baking-related goodies. The likes of @TheCooperative and @Lurpak both had success here scoring high levels of engagement.

One of the biggest attractions of #GBBO is of course the food. And that neatly intersects with Twitter where people love to see and share tasty food pictures. This is something that companies including @waitrose, @TescoFood and @asda have tapped into.

There were more great examples from Stork (@bakewithstork).

One of the many elements of the @BBCOne show that has kept viewers glued has been the judges, including the aptly named Mary Berry and @PaulHollywood. Numerous brands have celebrated #GBBO’s judges and the contestants in different ways including @innocentdrinks, @AMR_Official and @ASOS.

With so much (baking) ground covered during the course of the show there were likely to be some snags along the way, and one of those proved to be pronunciation. ‘Baklava’ can be tricky, but @innocentdrinks was on hand to help.

With pronunciation mastered, @waitrose and @AmazonUK had tips and serving suggestions ready to roll.

Finally, with the winner crowned, the only thing left to do is clean up the kitchen and get ready for the next big TV event of the year. And @SamsungUK and @bbcapprentice have that covered.