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Cinco de Social: A Look at May 5th Through the Lens of Social Media

Social Media Marketing, Social Media Strategy

In honor of Cinco de Mayo, a holiday that originated as a way for Mexican-American communities to commemorate the cause of freedom and democracy during the first years of the American Civil War, we decided to take a look at how social media activity reflected the celebrations. However, we had a feeling that social content surrounding the events on May 5th would have less of a historically commemorative tone, and more of an alcohol infused party theme…we were right.

Americans have been treating Cinco de Mayo as a Mexican-themed pregame for the 4th of July for years, incorporating tequila, sombreros, ponchos, and any other iconic pieces of stereotypical Mexican culture into the festivities. As we looked at the data from yesterday we found one primary, overarching theme of the content: BOOZE!

BEER PROVED TO BE THE MOST DISCUSSED BEVERAGE OF CINCO DE MAYO. HERE ARE THE BRANDS THAT RECEIVED THE MOST MENTIONS ON SOCIAL MEDIA:

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  1. Dos Equis – 6,214 posts
  2. Heineken – 4,427 posts
  3. Budweiser – 4,193 posts
  4. Corona – 3,303 posts
  5. Coors Light – 2,654 posts

TEQUILA WAS A CLOSE SECOND. HERE ARE THE BRANDS THAT GOT THE MOST ATTENTION ON TWITTER:

  1. Patron – 13,833 tweets
  2. El Tesoro – 2,199 tweets
  3. Jose Cuervo – 858 tweets
  4. Herradura – 308 tweets
  5. Sauza – 121 tweets

IT COMES AS NO SURPRISE THAT ONE OF THE TOP TRENDING TERMS ON SOCIAL MEDIA THIS MORNING, MAY 6TH, WAS “HANGOVER”… HERE ARE A FEW TWEETS THAT GAVE THE TRACXTERS A LAUGH:

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With all of the online discussion of the 5th’s  festivities, lots of brands began mentioning “Cinco de Mayo” and other relevant terms in hopes of capitalizing on the hype. However, one brand in particular was called out by Digiday for not taking advantage of the trending holiday. We think they handled the heat flawlessly:

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