What did the Bottle Cap Challenge teach us?

Seven Media - What did the Bottle Cap Challenge teach us
Author: Neenu Sajin

If there was anything to learn from a bunch of videos of bottle caps getting kicked open, it would be timing. Not stamina, not technique, not plastic awareness, but timing. How crucial it is to be on top of the trending content. How you can ride on a hashtag wave to ensure your brand is heard and seen in the extremely dynamic social and digital space out there. The age-old rule of timing – you snooze, you lose.

Take for example how the stop motion animator Kevin B Parry did a branded piece with Malibu. Whether it was a collab or not, posting a creative entry to the Bottle Cap Challenge did manifold goodness to the two entities. It gave immense exposure to Kevin’s animation skills, and it gave brilliant publicity to Malibu being the chosen bottle for the stunt. The trend was current, interesting and grabbed eyeballs for its twist in the end.

Having said that, do not get onto the trend if it’s not the thing for your brand. The bottle cap challenge was perfect for Malibu (which comes in a bottle, you bet). It would also make sense for fitness brands, gyms etc. to jump onto the wagon, as they can all be relatable in a way. But an out-of-context post from an unrelated brand is the last thing you can suggest as content. Which brings us to the next lesson – relatability.

When Zomato initiated a multi-brand anti-marketing tweet-athon, brands hopped on to the game with delight at the prospective exposure. The catch was: when Zomato tweets “Guys, sometimes eat home-cooked food too..”, and when Amazon Prime tweets “Guys, sometimes watch cable TV too…”, everyone knows what’s being spoken of, versus a lesser known transportation brand tweeting “Guys, sometimes work from your home too”. That’s when things get awkward as nobody gets the reference and your tweet does little to end the #FOMO as the social wave goes by.

The last lesson – the twist. While it’s great to be part of the trend/challenge, you hit the sweet spot of exposure if your content has the twist. Everyone can share bottle caps getting kicked out. But if you can create a difference, it makes the content exciting and more appealing to the target audience. Consider Mariah Carey singing to blast off the cap, or the social media star Kusha Kapila’s Bollywood version (where the cap bounces off to hit a bowl of ‘sindoor’ which then conveniently lands on the wife’s forehead, no less!), or Kendall Jenner casually swinging the cap off while riding a jetski. The twist made all these videos stand out.

So the next time you sense a social trend coming up, or a social challenge brewing, step back and consider – Is it relatable to my brand? How soon can I post on it? How can I bring the twist? If you have the right answers, go for it. If you don’t, it’s okay to ‘cheat’ and come to us, one of the best social media agencies in Dubai. We can make the magic happen for you.