Last Wednesday, the Chicago Cubs won the MLB World Series over the Cleveland Indians, ending the team’s 108-year curse. Fans celebrated in the streets of Chicago, and brands joined in on social. Budweiser and Mastercard both saw high levels of engagement after posting videos of the festivities on Twitter. But the best-performing brands didn’t all focus on baseball. Disneyland and Arby’s also fared well with posts celebrating Halloween.
Unmetric, a social-media intelligence firm, uses an analytics platform to track brands with the highest amount of engagement for posts on Facebook, Twitter and Instagram. Unmetric’s engagement score rates each post from 0 to 1,000, depending on the amount of user interactions.
Here are the posts that reached an engagement score of 900-1,000:
In a tweet that received 23,414 likes and 15,570 retweets, Budweiser congratulates the Cubs on a World Series triumph many years in the making. The two-minute video features the late Harry Caray, the team’s legendary broadcaster, seemingly calling game seven of this year’s World Series over scenes of fans waiting in anticipation, and then screaming out in celebration. "Cubs Win! Cubs are the champions!" shouts Caray’s voiceover. "Now our lives are complete, Cubs are number one!"
Mastercard took a different approach, but still concentrated on the fans. The tweet, which generated 5,487 likes and 2,564 retweets, shared a video that features interviews with Cub supporters who talk about how long they’ve been following the team and fans erupting into cheers when the Cubs win the World Series. The tweet asks, "What does Priceless sound like? This!"
In an Instagram post that generated 1.5 million views, NASA shows off the International Space Station using a fisheye lens.
Ahead of Halloween, Arby’s posted a photo of people dressed up as Dovahkiins, characters in the video game "Skyrim," and eating Arby’s. The post got 108,000 reactions, 22,411 shares and 5,200 comments. One commenter wrote, "I love you guys (Arby's) so much for referencing video games and other pop culture stuff in your posts. Please, take my money!!"
At the end of its Halloween season, Disneyland posted a photo of Mickey Mouse dressed in his special costume and greeting followers with a "Happy Halloween." The post saw 174,000 likes and 514 comments.
Right before Starbucks transitioned the Pumpkin Spice Latte off of its menu, the brand posted an Instagram photo of a "PSL" set against a field of orange flowers, first posted by @damericano. The post states that is it an optical illusion—that if you stare close enough, the flowers form into pumpkins. The post received 378,000 likes and 836 comments.