Since the dawn of the internet there have been feuds of ideologies online; republican versus democrat, this football team versus that, Ford versus Chevy. These sides all have entrenched followers and apologists, ready to strike whenever their views happen to be challenged. However, there is no battle of wits that comes close to the ocular warfare surrounding a picture of some dumb dress that circled the internet a few weeks ago. Everyone from CNN to the Wall Street Journal found the controversy worthy enough to cover. Relationships were ended and the world reeled with the mystery behind the dress.
As the trend seems to be in the world of Twitter-keeping, many brands jumped on the controversy with the usual drab jokes and puns, my personal least favorite being Olive Garden’s awful attempt at bringing people together by way of breadsticks:
Despite my personal feeling that this type of tweeting cringe-worthy more often than not, one company’s product is so beautifully appropriate in this discussion it made happy to see them comment on it. One of Adobe’s many followers, Hope Taylor, used the Adobe Color app to figure out what colors were actually in the dress.
Adobe’s tweet saw almost 18,000 retweets and about 10,000 favorites. For a company whose audience is as busy as they are specialized, this is great success. Their tweet is also successful because their response to the dress controversy is directly relevant to their audience. Many who use Adobe’s collection of software may not be aware of their surprisingly useful Adobe Color app (which picks out color palettes from whatever you point your phone camera toward). Additionally, they didn’t just woefully spew out the first lame pun that came to their mind. They took the time to engage with an actual consumer of their product, celebrating their use of the app to solve the mystery. Beyond that, being that the mystery was based solely on a debate of hues, Adobe’s expertise in the area was totally relevant to the controversy.
When a company picks up on trends and do it well, the result can be entertaining for us and impact them positively. However, not all trends and viral happenings need to be piggybacked, especially if the topic isn’t relevant to the product or service you’re promoting. It comes across as disingenuous and lame, not to mention painfully awkward if it’s really bad. Trends should be sifted through with a fine-toothed comb. Adobe did just that. They entertained their existing fans, and rose very successfully above the noise.