Some users saw #TheDress, worn at a Scottish wedding by the mother of the bride, as #whiteandgold. Others saw it as #blackandblue. And many brands saw it as the perfect opportunity to join a real-time global conversation in a fun, natural way.
Here’s how a handful of brands from a variety of industries gained exposure, generated engagement and strengthened brand love by Tweeting about the trend. Colorful, clever and favorited by thousands, these Tweets are great examples of how brands can use Twitter to be part of moments that matter.
@LEGO_Group charmed its audience by showing two Minifigures modeling the options.
And @BehrPaint suggested looking to its ColorSmart mobile app for an answer.
@Tide used the color question as an opportunity to promote its color-preserving detergent.
And @Fitbit encouraged users to put the debate aside to focus instead on its wristbands.
We learned three things from the way #TheDress conversation unfolded about reacting to a trend:
2. Keep an eye on the clock. Even if a few hours — or days — have passed since a trend first appeared, it might not be too late to share your two cents. But if you do, don’t ignore the fact you’re not first. Craft a time-appropriate message.
3. Don’t shoehorn. Users love when brands join conversations in subtle, sophisticated or unexpected ways, like those listed above. At the same time, they can also sense when product connections feel forced. The best Tweets come across as conversational and effortless.