Last weekend, we congratulated the Queen on her 92nd birthday,  sung the praises of the heroes of the London Marathon, celebrated St George’s Day and enjoyed a surprising April heatwave, but which key event got us talking most on social?

In fourth place was St George’s Day (gaining around 8,000 mentions), third was the Queen’s special day (earning approximately 18,000 mentions)  and in second place was the heatwave (gaining 20,000 mentions). Quite fittingly, the Marathon was the winner with over 150,000 tweets, and around 2.2 billion hashtag impressions earned. (Crimson Hexagon, 2018)

Many brands tapped into this renowned event to ensure they were top of mind in the amidst of Marathon induced adrenaline and excitement. Particularly on track, @NikeUK’s #RundownInLondonTown campaign filmed comedian Michael Dapaah running on a treadmill, mimicking Mo Farah, to update followers on Farah’s marathon milestone moments in real time. The videos shared on Twitter and Instagram showcased Nike’s sense of humour in what can be a gruelling occasion for the 40,000 London marathon runners.

On a much smaller scale, @JamiesItalianUK, @DrBeckmannUK and @guidedogs also stood out on social to celebrate the running heroes this weekend.

Cultural moments can offer brands a real opportunity to produce engaging social campaigns, and with the Royal Wedding and key sporting events around the corner, how can brands make the most of the social buzz these will undoubtedly bring?