You’re missing an extremely crucial ingredient with this, though: positive perception. It’s one thing for Denny’s social media accounts to be self-aware or like, the Hamburger Helper Twitter account ragging on people. Folks find that quirky. But I don’t have to tell you that people obsess over comments from theme park accounts, so when they tweet stuff like this — stuff that seems plausible but isn’t confirmed (let alone realistic) and is just fishing for engagement — it creates a negative connotation that can be tough to shake.
Like, there’s “trolling” and there’s trolling. Unless there really is a gyrosphere ride in the works and they’re trying to generate buzz, this leans toward the latter, and it seems like not the best strategy to me, given the finicky nature of the audience. You’re increasing brand awareness, sure, but you
really run the risk of annoying people and souring them on the brand by taking that approach. It’s not the same thing as Burger King posting an ironic meme. Their audience is stoners and single people, not people who get their hopes up and start message boards threads and will resent them if they feel mislead.
(And as a friendly FYI: you don’t need to explain social media marketing to me; I’m a senior director of marketing technology for one of the biggest media companies on the planet.
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