September 26, 2014

Embracing #Bendgate: 6 Brands That Did it Best


Soon after Apple’s new iPhones went on sale last Friday, rumors began to surface that the iPhone 6 plus literally bends under pressure. When brand-damaging videos emerged, the company’s stock quickly plummeted and Twitter exploded with #Bendgate tweets. Eager to get in on the social media conversation, brands like Heineken, Coca Cola, Pringles and Papa Johns offered their spin on #Bendgate. Below are some of our favorite #Bendgate brand tweets.

After receiving more than 13,000 retweets and 6,000 favorites on the above tweet, Kit Kat made an entire Tumblr blog dedicated to #Bendgate, titled Kit Kat Bend or Break.

To have a successful tweet, brands have to come up with something witty, get together a quality visual, and post it quickly. The best tweets, like Papa John’s and Kit Kat’s, are consistent with the brand’s overall messaging and thus an even bigger success.
It’s also worth noting that on Thursday, Apple made an official response in regards to the Bendgate accusations, claiming that the iPhone 6 and 6 Plus, along with all other Apple products, are “designed, engineered and manufactured to be both beautiful and sturdy.” Apple went on to explain that after extensive testing, the “iPhone 6 and 6 Plus meet or exceed all of our high quality standards to endure everyday, real life use.” We have to give Apple some credit for issuing a strong, on-message statement in a timely manner – something other organizations could certainly learn from (looking at you, NFL).
What was your favorite brand #Bendgate tweet? Tweet us @BIGfishmarket and let us know!
Brigid Gorham

BIG fish PR is an unconventional agency that helps its clients redefine their industries.