We give brands a lot of grief for social media flubs, especially when they make ham-handed attempts to exploit real-time trends and topics. We have been known to urge businesses to stand down on social media on certain anniversaries.
But today we’re putting aside our cynicism about motives and presenting a sample of brands’ Veterans Day tweets. Besides we couldn’t find any significant missteps. Most tweets had very subtle, if any, marketing messages, sticking with thanking military veterans and current troops serving the country. Here are a few of the best:
"I hope that, at least in your eyes, I've earned what all of you have done for me." #VeteransDay #SeahawksSalute pic.twitter.com/0GnNSxtbPs — Seattle Seahawks (@Seahawks) November 11, 2014
Paying homage to all of those who serve this fine country. #VeteransDay — House of Cards (@HouseofCards) November 11, 2014
A heartfelt Veterans Day thank you to all who have served. #TeslaVets #VeteransDay pic.twitter.com/Eynq2wzXr7 — Tesla Motors (@TeslaMotors) November 11, 2014
This #VeteransDay we honor the 160,000 US troops abroad for the holidays. They make America the home of the brave. pic.twitter.com/EBPSO64uCN — Budweiser (@Budweiser) November 11, 2014
Happy #VeteransDay! Thank you to the men, women and dogs that have served our country >> http://t.co/uzVyGITV2s pic.twitter.com/zmkKwpbOVW — AnimalPlanet (@AnimalPlanet) November 11, 2014
Happy #VeteransDay. Thanks to all who are serving and have served. #THANKFUL pic.twitter.com/G8BwEC8AGc — American Eagle (@AEO) November 11, 2014
We will always remember. Because freedom always reminds us. #ThankYou #Respect #VeteransDay pic.twitter.com/OpF7St2tpv — Coca-Cola (@CocaCola) November 11, 2014
Several restaurants and food service providers — including Starbucks, Chili’s and Applebees — offered free items to veterans and people currently serving, but Texas Roadhouse’s effort is unique. The steakhouse chain started promoting their Veterans Day lunch giveaway last week with social media posts from @TexasRoadhouse and influencers recruited by their digital agency LEAP.
Using the hashtag #TexasRHforVets, they asked people to share the pictures of their loved ones in the military and to spread the word about the free lunch and a sweepstakes on Monday with a grand prize of a year’s worth of free steak dinners. The campaign took off, drawing nearly 60 million Twitter impressions through Monday, and pushed its way into Twitter’s U.S. trending topics, according LEAP.
The “free lunch” we give on #VeteransDay isn’t really free. They’ve already paid for it & so much more. #TexasRHforVets — Texas Roadhouse (@texasroadhouse) November 10, 2014
We checked with social marketing platform Spredfast and confirmed that Texas Roadhouse got very positive social returns from the campaign. The tweet that introduced the event on November 3, got 184 retweets a 475% increase over its average for retweets. And during the week of the campaign, according to Spredfast data, Texas Roadhouse got 800% more Twitter mentions — 656 a day — than its daily average for the previous month.
So it was a victory all around for Texas Roadhouse, big reach and priceless good will. Here’s a sample of some of the tweets shared with the restaurant chain:
Serving those who serve our country @texasroadhouse #VetsEatFree #HappyVeteransDay #TexasRHforVets pic.twitter.com/iIKXlZW5vu — Mary Kate Parkinson (@Mary_Kate_P) November 11, 2014
A3 @AleaMilham @texasroadhouse taking my Dad! He is a Korean War vet and I was a medic in Iraq #TexasRHforVets pic.twitter.com/jOwlVXAAPi — Lisa Taylor (@MsMetsFan) November 10, 2014
This #VeteransDay and throughout November, we'll match miles donated to help veterans fly: http://t.co/bDvmQwdUFe pic.twitter.com/EKrEydUR8f — Delta (@Delta) November 11, 2014
#TexasRHforVets We are #Army #Navy #AirForce in this home! #ThankYouVeterans #GodBlessAmerica #VeteransDay pic.twitter.com/KzdBNHGmIR — Lil Hobson (@hobscotch59) November 11, 2014
Thank you to my husband and all the other #USArmy soldiers! We couldn't do it without all of you! #TexasRHforVets pic.twitter.com/y033WU9KV5 — Kristi Reddell (@momsconfession) November 10, 2014
@Freebies4Mom Thanks Dad! and all the service men and women! #TexasRHforVets pic.twitter.com/MmE1zX5qFy — Angie DePue (@angiedepue) November 10, 2014
@AleaMilham @Freebies4Mom Q14 Thank You Cory!!!! & His Service Dog Ali! #TexasRHforVets pic.twitter.com/WOl9YKb01q — sherry bracy (@sherrybracy) November 10, 2014
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