Over the past week or so, two hip-hop artists have been involved in a argument that’s dominated social conversations throughout that time. Canadian artist Drake and U.S. up-and-comer Meek Mill have spent the week trading jabs in the media, on social, and have been releasing special songs to undermine the credibility of the other.
Yesterday, Meek Mill released the latest song in the ongoing feud – often called a “beef” in hip hop lingo – and was met with widespread criticism in the hip hop world.
Sensing an opportunity, a number of brands decided to jump in on the conversation and craft their own promotional messages around the beef. For some it paid off well, for others, things were a little forced.
The popular Texas hamburger chain came out firing once the Meek Mill single was released and public opinion determined it was a flop. They were able to capitalize on the “beef” to promote their own product and show off just how “with it” they are as brand, racking up massive engagements.
They followed that up with a second tweet later in the day, realizing they’d struck a great opportunity to attract some earned media (exhibit #1 right here) and remain relevant in searches.