A simple request on Tumblr to help resolve a disagreement amongst friends then exploded on social media with over 11 million tweets. Is it blue and black or white and gold? Everyone wanted a say and amongst it all there were over 100 brands from restaurants, political groups, burger chains, brewers and even airlines!
#TheDress
Our take
If you’re quick off the mark, it’s funny and fits your social strategy then go for gold! (pardon the pun). But just because it’s ‘trending’ doesn’t necessarily mean it’s right for your brand and could do more damage than good. Consumers are taking more control and becoming more selective so their new default is dismissal. Brands will have to continually win and re-win customer loyalty. So if your messages are not relevant then expect to be blocked or defriended!