During one of the most anticipated events in sports, the Super Bowl, where the Philadelphia Eagles triumphed over the Kansas City Chiefs with a score of 40-22, another highlight was the electric halftime performance by Grammy-winning artist Kendrick Lamar. Performing at the Caesars Superdome in New Orleans, Lamar delivered a thrilling 13-minute set that featured his hits like “Humble” and “Squabble Up,” along with the much-talked-about Drake diss track, “Not Like Us.” The performance not only captivated the live audience but also featured star-studded appearances by celebrities such as Samuel L. Jackson, SZA, Serena Williams, and Mustard.
Amidst the spectacle, United Airlines seized the moment to engage with the halftime show in a unique way, posting a clip from Lamar’s performance on their social media with a caption that resonated with millions: “My bag watching me follow it around the carousel.” This humorous take on the circular stage walk by Lamar during his performance connected with viewers, turning a simple tweet into a social media sensation.
Social Media Reacts to United’s Humor
The airline’s post quickly went viral, amassing over 9.8 million views and 84,000 likes, and sparking lively conversations in the comments section. Fans and social media users lauded the airline for its creativity and wit. One user, @petrosalema, praised the tweet as a “Hall of fame tweet,” receiving a trophy emoji in response from United. Another commenter, @GarrettHaake, suggested it might be the “best airline tweet maybe ever,” to which United confidently replied, “remove the maybe and you’re onto something.”
The engaging and humorous interaction didn’t stop there. User @solitud3isgold3 commented, “Social team cooked. Somebody deserves a raise,” with United responding playfully, “Will send this to my boss (and keep in my heart forever).” Even McDonald’s joined in, adding to the fun with their comment, “seriously i can never catch up,” which itself garnered significant attention.
Beyond the Tweet: United’s Engagement Strategy
United Airlines’ knack for witty and timely social media engagement isn’t new. The airline often employs humor and quick responses to connect with its audience, as seen in other recent posts about onboard offerings like the return of Daelmans Stroopwafels and playful references to sports events. Just a day before the Super Bowl, United posted throwback photos of the Kansas City Chiefs with the caption, “Throwback to The @Chiefs’ first *touchdown* in New Orleans.”
This strategic use of social media not only enhances brand visibility but also fosters a fun and relatable image, setting United apart in the competitive airline industry. Their viral reactions and interactions around major events like the Super Bowl underscore the power of social media in brand communication and customer engagement.
As Kendrick Lamar and SZA prepare for their upcoming Grand National Tour across North America and Europe, starting in April, the buzz from the Super Bowl and its surrounding festivities continues. United Airlines’ moment in the social media spotlight exemplifies how brands can effectively leverage cultural moments to enhance their presence and connect with a wider audience.