Yesterday (Aug. 3) saw the demise of Fleets, Twitter’s short-lived expiring tweets feature—but someone at Snickers didn’t get the memo. Or at least, that's what the brand would have you believe.
On Monday, the marketer launched a giveaway for what it called "National Grab Some Nuts Day" (and yes, that really exists) promoting a sweepstakes to win boxes of free Snickers via a series of Fleets. However, Fleets was deactivated a moment after the final one was posted, and the sweepstakes never actually went live.
Making up for the supposed snafu, the brand then tweeted the promo instead, offering the free boxes to 20 followers who replied in the comments and explaining that the social media manager "was so hungry they forgot @Twitter was deactivating #Fleets."
BBDO New York conceived the stunt, in partnership with Mars Wrigley’s Social Media & Digital Content Studio (The Hive) who, presumably, are much less hungry than their fictional counterparts.
Twitter killed off the Fleets feature because of low usage. It debuted eight months ago, as the platform's attempt at a format akin to Instagram Stories, but it seems it didn't appeal to users in quite the same way. People will now see live audio chat room spaces at the top of their timelines instead.