A KitKat ad released amid the social media frenzy mocking a bending flaw in the new iPhone 6 dubbed #Bendgate has become the most retweeted adverts of all time on Twitter.
KitKat, which was one of the first brands to capitalise upon the #Bendgate hashtag, which trended in the UK on Wednesday and Thursday, has now overtaken Oreo's 'Dunk in the Dark' tweet as the social network's most shared ad.
The tweet went viral generating over 20,000 retweets and over 9,000 favourites in the space of 48 hours, trumping previous record holder Oreo Dunk in the Dark which received 15,700 retweets and 6,500 favourites.
The ad, called KitKat Reply, was created by JWT London and ran with the tagline “We don't bend, we #break.”
— KITKAT (@KITKAT) September 24, 2014
KitKat expanded the campaign on Thursday with another tweet: “So what else bends or #breaks?”. This led viewers to a Tumblr page where they were asked which items would bend under pressure - and which ones would break.
So what else bends or #breaks? http://t.co/zx1Nf3CBy0#bendgate#iPhone6pluspic.twitter.com/tDtjE15Snc — KITKAT (@KITKAT) September 25, 2014
The Oreo tweet which referenced a blackout at the 2013 Superbowl was previously the most retweeted brand ad of all time.
Power out? No problem. pic.twitter.com/dnQ7pOgC — Oreo Cookie (@Oreo) February 4, 2013
Naturally, during the fiasco, regular social media users were well ahead of the brands publishing faux ads on the site mocking Apple's flagship device, the iPhone 6.