How to take advantage of a musical success to make your brand visible?

On Wednesday, January 11, the dj and music producer Shaving in collaboration with the singer Shakirathey released the song Session Vol. 53 generating great fury, especially on social networks where memes and different jokes have emerged due to the content of the lyrics, presumably dedicated to the footballer Gerard Piqué.

Beyond the meaning of the Colombian lyrics, the impact she has left is being used by brands, not just those mentioned in the song as “Rolex”, “Casio”, “Ferrari” and “Twingo”but by other business actors because it represents an opportunity to become visible

This effect of taking a trending topic and adopting it to the concept of the brand is known as get on the mome train, with which two results can be achieved: achieve an impact on the brand or stumble by not knowing how to adapt it and not having the expected effect. In the end, in most cases, all brands get an indirect effect from the topic that is booming, but to make it bigger, you have to know how to implement it correctly.

The most important thing if you want to use this trend is that it must be in accordance with the brand profile and that really fits, because one of the most common mistakes is forcing content that is not related at all to what is offered as a company. For example, if you are a company dedicated to exporting, you cannot appropriate a theme like Shakira’s song because the lyrics or the theme are not related.

In the case of the brands referred to by the new song, although they are used in comparisons, they have given a favorable position because they are being talked about. In the case of Casio and Rolex, since the few hours the song was released, they are among the 10 Twitter trends. even a fake account Casio was created to follow the theme.

Gandhi Bookstores

Another of the brands that joined and have nothing to do with the song is Gandhi Bookstores, who with its characteristic images launched the message to turn the page. With this, they have achieved more than 14,000 reactions on Instagram, which continues to rise.

Victoria Beer

This brand was also interested in the conversation, so its image focused on the footballer’s name to find out more about the situation. His Facebook post has more than 2,200 reactions. “And what support I splashed on” reads the publication.

ISSSTE

Although the Institute for Social Security and Services of State Workers is dedicated to health services, it also incorporated the song into one of its mental health campaigns on Facebook. “And don’t forget to drink lemon water with chia…”

Renault

The account of the Colombian-based automaker also joined upon learning that one of its models, the Twingo was involved in the love conflict. With “we promise you that Twingo will always love you”, the brand took the opportunity to interact with its followers and ask its car model for a chance.