Brevity is the soul of brand success on Twitter, apparently.
Burger King U.K.'s epic three-word double-diss of both Kanye West and McDonald's, posted Nov. 5, has become the most liked brand tweet in history, reports The Drum.
After West tweeted that McDonald's was his favorite restaurant, BK U.K. simply replied: "Explains a lot." As of this writing, that reply has racked up 1,023,592 likes, along with 271,452 retweets.
Explains a lot https://t.co/CalmlcD3eu— Burger King UK (@BurgerKingUK) November 5, 2018
A million likes is pretty impressive, when you consider brand classics like Netflix's A Christmas Prince tweet and Denny's "zoom in on the syrup" tweet got "only" about 442,000 and 397,000 likes, respectively. (The closest brand-ajdacent tweet to BK's might be Carter Wilkerson's appeal for retweets to get a year of free Wendy's nuggets. That has 992,000 like to date—though, for obvious reasons, it clocked up a staggering 3.5 million retweets, which is a record for any tweet ever, brand or not.)
Numbers aside, The Drum also recently posted an op-ed from Adam Clyne, CEO of social media agency Coolr, about how his company came up with the BK tweet.
"Part of our brief is to align Burger King with its target millennial audience and to be quick and agile enough to become part of the cultural conversations taking place on social. This was too good an opportunity to pass up," Clyne wrote. "Our creative team for Burger King went straight for the jugular, taking to Twitter with a simple and brutal response. And it only took three words to burn two of the biggest brands on the planet at once."
He added: "We have a close relationship with the Burger King marketing team and have established 'guard-rails' in relation to what we publish in social. They also completely understand that it's about being timely, relevant and where the social narrative is at any given moment in time."
Congrats to BK U.K. and Coolr, who are probably furiously testing other three-word combos as we speak.