During the 2014 Grammy Awards, musician Pharrell Williams was seen wearing an unusual hat:
Sure, he may have gotten some funny looks, but it didn’t seem like a big deal.
That is, until a certain fast food chain seized the opportunity to craft a clever tweet:
– Arby’s (@Arbys) January 27, 2014
This was a spectacular feat on several levels. Many brands had been unsuccessfully trying to capitalize on the Grammys, but Arby’s nailed it.
It was also a great use of Arby’s social media persona. The restaurant even gained a funny response from Pharrell himself:
Y’all tryna start a roast beef?