— Dulux (@duluxuk) February 20, 2013
If you've been anywhere near Facebook or Twitter in the past 24 hours, you'll have seen lots of this: brands casually mentioning The Brit Awards, or posting pictures of their products dressed up as pop stars, awards or anything 'Britsy'. And it wasn't just last night that this kind of thing went on. There were similar tidal waves of products arranged into heart shapes for Valentine's Day, brands 'celebrating' the DVD release of 'Skyfall' (though they had Sweet MI6 to do with the movie) and endless random Superbowl posts - often saying something along the lines of "We don't understand it either, but... yay! Exciting!"
These posts are arguably there for two reasons. Ostensibly, they form an association between the product and an event everyone's talking about (official sponsorship seems so superfluous in the social age) - but, when all your rival brands are playing the same game then... meh, not so much. No, the real reason behind posts like these is that they garner lots of 'Likes', shares and comments on Facebook and retweets, replies and