“Used to shop at TJ Maxx back in ’83. I don’t even know it was open then. I didn’t know Oprah then.”
Who would have thought that a simple line from a rap lyric would turn a corporate brand into the talk of the Internet?
When Jay-Z was reminiscing about his “hard times” before he became a multiplatinum-selling superstar, the hip-hop mogul slickly referenced the retail store’s name on a recently released record entitled “3 Kings.” It was a drop that many probably chuckled at and thought nothing more than it being another clever play of words in the rapper’s catalog.
But someone at TJ Maxx was listening, and saw it as a perfect opportunity to take advantage of the free advertising one of the world’s most recognizable stars gave the brand.
On its Twitter feed, TJ Maxx quickly reminded Jay-Z, er, @S_C_, that they were not only open in 1983, but have been in business since March 1977 and “have been keeping stylish men in designer labels for less ever since.”
It was a timely post that showed the organization was aware of what was being said about it not only by consumers, but in popular culture. TJ Maxx was paying attention and showed you can have a little fun on social media to advertise your brand.
Within hours, the tweet had been retweeted thousands of times, several blogs had picked up the story and TJ Maxx was trending. Instant PR without a campaign strategy, budget or even having to break a sweat.
It’s important for organizations to be aware of what the public is saying about their brand. And whether it’s a complaint from a consumer or a rap lyric from a music legend, being prepared to respond will help make your brand a successful one.
Follow Jamar Hudson: @jamarhudson