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#DrummondPuddleWatch drew over 50,000 tweets – with brands including Greggs, Lidl and Innocent riding the wave


By John McCarthy, Opinion editor

January 7, 2016 | 11 min read

On Wednesday, a puddle in Newcastle all-of-a-sudden became a social media sensation with hundreds of thousands of people tuning into a Periscope live-stream.

Brands wrestled on social media to create the content which would be most closely associated with the internet phenomena that - for some reason - acquired over half a million live-streamers on Periscope.

Breaking international boundaries, with coverage across the pond in USA Today, ABC News and Time, its fair to say a global audience was gripped by the British people’s own captivation with the alluring puddle-feed.

Beth Hazon, manager director of Drummond Central, the marketing agency behind the live-stream, was even interviewed live on CNN by Richard Quest.

Twitter released a heat-map showing the reach of the hashtag the world over.

BrandWatch also documented the rise of the trend.

A tsunami of brands hijacked #DrummondPuddleWatch which was a top trending term in the UK on Twitter. Some criticised brands' association with the event but it was like water off a duck’s back to social media managers across the country looking to make their mark.

Here are some puddle highlights if you missed them live.

Here’s how brands dived in.




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