In January, I wrote this post about @BrandsSayingBae, and how big brands on Twitter try too hard, try the wrong things, and come off the wrong way.
If you’re wondering if things have changed since that account went viral, they haven’t.
The most diligent and recent offender? Italian-themed restaurant chain, Olive Garden, of course!
For the past month or so, Olive Garden has been piggybacking off hit TV shows like NBC’s “Parks and Recreation” and Netflix’s “House of Cards,” hijacking their hashtags, making cursory memes, all in an effort to promote their salty breadsticks.
The brand is clearly keyed in to jokes from the show, and has really committed to proving this to Twitter:
Our Alfredo > Mac and Cheese Pizza. You know it’s true. #ParksAndRec pic.twitter.com/eXQEOo0Zsj
— Olive Garden (@olivegarden) February 18, 2015
Here, they weren’t even giving credit to “Parks and Rec” for the term #GalentinesDay, undisputably coined by the show:
Tag your bestie and kick off this #GalentinesDay weekend in style. pic.twitter.com/YR6KN2Vm3R — Olive Garden (@olivegarden) February 13, 2015
We were also disappointed when they used the precious concept of Treat Yo’ Self in an attempt to win over fans of the show:
It’s the best day of the year. Let’s start with cake & end with fine leather goods. #TreatYoSelf2017 pic.twitter.com/vjlrkQIjzE
— Olive Garden (@olivegarden) January 27, 2015
But the FINAL STRAW was targeting fans of “Parks” during an especially vulnerable time. The night of the finale, they jumped on the #ParksandRec hashtag, which was being used as a place for grieving followers.
Not ready to say goodbye to Pawnee? Us either. Prep for tonight with some comfort food. #ParksAndRec pic.twitter.com/nWV0BNwwsj
— Olive Garden (@olivegarden) February 24, 2015
For those of us who watched this season of “Parks and Recreation,” it was hard to miss the politically charged overtones to the show, set in the near future of 2017. Much of the plot revolved around the entrance of a giant tech company, built in Silicon Valley, wooing the residents of Pawnee with free Wi-fi and subsequently invading their privacy via data mining.
That, in addition to the inclusion of this satirical commercial, have made it clear that this season has been keen to point out the terrifying prospect of a future where big businesses rule.
So, it seems that Olive Garden has missed the point entirely. In trying to gain the approval of a giant audience, they have demonstrated an elementary misunderstanding of the very show that audience loves.
Olive Garden has also been piggybacking onto other shows, such as “House of Cards” and “Supernatural.”
What’s a little Frank Underwood this weekend without some takeout to make an evening out of it? #HouseOfBreadsticks pic.twitter.com/gSakgllnQc
— Olive Garden (@olivegarden) February 27, 2015
Our love for breadsticks = Dean’s love for the Impala. #Supernatural pic.twitter.com/5iqjTgE1aZ
— Olive Garden (@olivegarden) February 10, 2015
Although some fans are happy about this big brand playing into their fandom, to us, it seems like an uninspired attempt at reaching out to a new audience.
What do you think? Is Olive Garden getting creative and engaging new fans? Should they just stick to making long-ass rice that vaguely resembles Italian food? Let us know in the comments!
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
