If it's not a sponsored tweet, why bother being nice?
Game of Thrones’ Arya Stark is huge on Twitter. This week, the 17-year-old actress who plays her, Maisie Williams, decided to spare 42 characters and thank a company called Pizza Express for its kindness and general service.
Thankyou @PizzaExpress Pizza for dayssss 🍕— Maisie Williams (@Maisie_Williams) August 24, 2014
Pizza Express is a Chinese-owned restaurant group that’s popular among British teens. Established in 1965, it sells microwavable pizza from more than 400 branches.
Here’s me with a Pizza Express box.
Sure, it’s possible for a celebrity to tweet praise for a pizza brand without receiving a large amount of dough—but it’s unexpected. Many wondered whether Williams had signed a deal with Hony Capital (the Chinese owners). If not, why bother publicizing the company?
Well, everyone likes pizza, and compliments are lovely. But kindness takes energy and time, and time is money. So why be nice when you can also get paid to be nice?
It’s a fair deal. Complimenting a brand (not to mention directly @-mentioning it) helps that business make money it could otherwise spend on promoted tweets, such as tweeting one’s Uber code or vining a Chipotle feast to millions of followers. An unpaid mention from a Game of Thrones star? That’s a brand’s dream.
I wanted to know why Williams loved Pizza Express enough to tweet a sincere compliment.
Maisie replied to me:
Many of her fans saw this as proof of how kind she is:
Perhaps Pizza Express does kind things for all its customers, not just HBO stars. But the actress has put the chain in a funny position. Free plugs on Twitter are nice, but they set an unfair precedent for users who depend on sponsored posts being worth something. Give a brand a cookie, and it might tweet at you for some milk.
Williams should absolutely invoice Pizza Express, even in hindsight.
Photo via @itsLiana
Homeless man plays best cover of Styx's 'Come Sail Away' you've ever heard
Are we sure this isn't really Dennis DeYoung?35k
Husky scarfs down pot-laced Rice Krispie treats, trips balls
It's both a funny and pitiful sight.9.6k
Kids reacting to the gay marriage decision is everything
We could all learn something from this video.5.9k
German magazine files criminal complaint after revealing NSA targeted reporters
Der Spiegel's government source was allegedly outed by a U.S. embassy official.
The 3 biggest questions heading into the ESL ESEA final
The first edition of the ESL ESEA Pro League is coming to a head this weekend with $250,000 on the line.29