There’s no shortage of holidays for brands and consumers to celebrate, but National Doughnut Day is always a crowd pleaser.
Krispy Kreme locations are giving away a free doughnut to every customer June 5, and Dunkin’ Donuts locations are doing the same for any customer who buys a beverage.
Hashtags were divided on spellings: #NationalDoughnutDay and #NationalDonutDay. (AP style favors the former.)
— krispykreme (@krispykreme) May 21, 2015
— Dunkin’ Donuts (@DunkinDonuts) June 5, 2015
Dunkin’ Donuts’ Twitter account was filled with special content Friday, such as a flag made out of doughnut emoticons, doughnuts from around the world and a Vine of the doughy treats.
Meanwhile, Krispy Kreme’s social media team was busy retweeting and responding to the flood of doughnut love as people, including celebrities, shared pictures and sentiments from their celebrations. The brand trended all day in the United States, alongside the larger #NationalDonutDay trend.
— The Infamous PJ (@TheInfamousPJ) June 5, 2015
Of course, non-doughnut brand managers couldn’t help themselves, piling onto the hashtag with clever (and not-so-clever) tweets.
The Intelligencer gave readers a behind-the-scenes peek at how a small doughnut shop makes its holey pastries, USA Today shared where hungry consumers could get their fixes for free, and Delta shared a story of good will and deliciousness:
— Delta (@Delta) June 5, 2015
McDonald’s, Bath & Body Works, Betsey Johnson, Amazon, Mercedes-Benz and Hy-Vee used the opportunity to point to their own doughnut-related merchandise, while Skype, NoMore.org, the New York Stock Exchange and NASA jumped in with additional reactions.
— NASA (@NASA) June 5, 2015
Social media managers for entertainment and sports brands didn’t miss the chance to get a few clicks, either. Marvel, TV Guide, Yahoo Movies, ESPN Fantasy Sports, Michigan Wolverines, Fox Sports and Washington Nationals all showed fans how they celebrate—which includes serenading Krispy Kreme employees, if you’re a running back for the Carolina Panthers.
— Carolina Panthers (@Panthers) June 5, 2015
— Speaker John Boehner (@SpeakerBoehner) June 5, 2015
Though Twitter users seemed to enjoy several brand’s attempts at humor and e-commerce, other members of the online community voiced annoyance at the calls for attention.
— Jeff Canzona (@JeffCanzona) June 5, 2015
If your brand doesn’t make donuts, I don’t want to see #NationalDonutDay posts from you today.
— Hal Thomas (@halthomas) June 5, 2015
— TRICIA leanger (@mndesigngal) June 5, 2015
This can serve as a reminder to PR and marketing pros: Online trends can make for great engagement opportunities, but content should be relevant—or at least actually funny.