We constantly see visual cues around us that remind us of dominant brands and imagery. Pharrell wore a big hat to the Grammy’s and it looked like the Arby’s fast food logo. People started tweeting about it and Arby’s weighed in on the conversation at the perfect time. They tweeted “Hey @Pharrell, can we have our hat back? #GRAMMYs” early in the show, and because Pharrell kept winning awards and gracing the stage with his comical hat choice, the tweet hit its stride.

The Arby’s tweet earned more than 83,000 retweets, garnered 10,700 replies and gave the brand 6,000 new Twitter followers.