Bud Light vs Heineken on Twitter
Bud Light
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Bud Light tweets about twice per day.
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They do not use the 50/50 rule.
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Their content consists of .gifs, pictures, and
fun videos casting their promotion campaign actors Seth Rogen and the other
members of the “Bud Light Party” (their current promotion campaign).
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Their most successful tweet was the following:
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In this tweet, they posted a video comparing the
“Bud Light Party”, a made up political party that essentially stands for everything
that the Bud Light brand stands for. Within the video they talk about how
America is a home to many different races and cultures. Through this video, Bud
Light is delivering that message through a comedic approach, trying to engage
all cultures to enjoy their product. Aside from the positive message, another
contributing factor to this tweet’s success is the quality of the video; it
incorporates cinematic shots, bright colours and three well-known actors. The
result of all of these factors is a well-made video that targets their chosen
demographics well.
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The tweet received 62 retweets and 369 likes.
Heineken
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Heineken’s Twitter page has a lot more content
than its Facebook page. Within its page it has many videos, pictures and
tweets. They tweet intensively, tweeting almost every 3 hours.
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Their tweets follow the 50/50 rule; they have a
wide range of content topics, ranging from sport highlights, viral videos,
tweets regarding pubs and Heineken’s “interests”.
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Out of the last 25 tweets, the most successful
one was the following:
The
tweet received 85 retweets and 98 likes. The reason for its success was because
of its integration with the Soccer Tournament in Europe. Heineken has
positioned itself as an international brand with an interest in soccer. Heineken
often sponsors sport events, predominantly soccer. As a result, Heineken has a
strong soccer fan community following them on Twitter and therefore this soccer
related tweet has been a success.
:)
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