My brother and I have an odd sense of humor. One of our favorite recurring inside jokes is based on our appreciation of horrible, over-the-top films, such as Mega Shark vs. Crocosaurus. Whenever we are both back home in Michigan we wholeheartedly request these types of movies as our pick for family movie night just to witness the appalled reaction of our parents. (“No, Nina and Frank, we are not watching a giant shark battle a prehistoric crocodile on Christmas Eve.”)
Little did I know, this sci-fi genre is actually insanely popular and exploding within pop culture. If you have no clue what I’m talking about, you need to jump on the Sharknado bandwagon now. It’s a pretty easy premise to grasp: sharks + tornadoes = 90 minutes of bad-weathered chaos.
Last week, the terribly awesome sequel to 2013’s Sharknado premiered on the Syfy channel with a big splash. (Prepare: more shark puns to follow.) Appropriately titled and reeling in 3.9 million viewers, Sharknado 2: The Second One is officially a cultural phenomenon. The highly anticipated sequel was so big that brands of all sizes and industries jumped at the opportunity to ride the shark wave and gain extra exposure. Strategizing clever wordplay and carefully crafted messages, such brands used various social media outlets to join the conversation.
So why does this matter?
It matters because in today’s fast-paced, clutter-filled world, being timely is a great way to stay current and included in the brand beat. Were more pizzas, chips, crackers or lingerie sold because of this tweet or post? Probably not. Were more eyes focused, consumers engaged and brand messages shared? Definitely. Not only were these brands able to show off their personality and be creative, they were able to interact and have fun with their followers. This kind of interest and likability helps boost brand image and equity, generating more followers, fans and brand loyals—so when you do have something else to share (Sharknado-related or not), you have a bigger audience ready to listen.
*Big props to the brands who used #Sharknado to not only start a playful conversation with fans, but other brands! (I’m looking at you, Miller Lite and Slim Jim, I’m looking at you.)
