Twitter’s 2022 ‘Brand Bracket’ competition just came to a close, with Skittles taking the top spot after beating out various other brand handles in head-to-head polls until victory. Twitter’s Brand Bracket promotion ties into the NCAA Final Four tournament, pitting brand Twitter presences against each other in its own version of a Tweet championship.
Skittles!
Based on Twitter’s official match cards, each brand was matched up against a randomly selected opponent in a bracket format. Twitter users then polled on the face-off during each round, which eventually saw Skittles triumph over the notoriously quick-witted @Wendys account for the brand Twitter crown.
To start, Skittles’ social media team is pretty in tune with overall web trends, using such in their Tweets and tapping into popular topics to elicit better responses. For example, @Skittles shared this Tweet during the peak of the hype around the Netflix documentary ‘The Tinder Swindler’.
Skittles also looks to link into popular fandoms, incorporating various references and inside jokes to help boost their appeal to niche communities. Of course, Skittles won’t pass up the opportunity to tap into the latest trends, while also sharing its own memes, going back and forth on Lime Skittles being its most popular inside joke.
In many ways, Skittles employs a similar approach to Wendy’s, in that it aligns with key web trends and shifts, then applies its own take. Some of them catch on, some don’t, such is the nature of trends, unfortunately. What edge Skittles’ social media team does have is a good sense of whatever is happening online, which is probably the biggest takeaway for brands that want to understand how to boost their Tweet performance, at least in line with winning Twitter’s Brand Bracket competition.
The Wrap
The real question here is whether such efforts would really drive sales. Only Skittles can tell us for sure. Regardless, this approach helps increase discussion and chatter around the brand, boosting awareness and maximizing in-app engagement.
That could be a valuable approach, the key to which lies in hiring capable social media managers who have an avid understanding of the online landscape. More importantly, they must know how to translate trends in an authentic, brand-aligned way, without coming off as tacky or cringey. These are the reasons that @Skittles wins Twitter’s second Brand Bracket competition.
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