To engage with the public in a lighthearted, reassuring manner during an unexpected event—a 4.8-magnitude earthquake in New York City. The specific goal was to quickly communicate the building's safety, leveraging social media to reassure New Yorkers and others concerned about the landmark's integrity. By tweeting "I AM FINE," the building's official account not only confirmed its structural soundness but also tapped into the city's characteristic humor and resilience, aligning with how New Yorkers often respond to crises with wit. This approach aimed to humanize the iconic structure, making it relatable and fostering a sense of community through humor. Additionally, the tweet was strategically designed to go viral, capitalizing on the moment to enhance the building's social media presence and cultural relevance, showcasing its ability to interact in real-time with current events in a way that resonates with the public. This initiative reflects a broader goal of modernizing the image of historical landmarks by participating in contemporary digital culture.
The tweet was posted 3 minutes after the earthquake, capturing the moment when public interest was at its peak. This immediate response was not just about confirming the safety of the building but also engaging with the public's anxiety and curiosity in real-time.
The tweet embodied the quintessential New York attitude of resilience and humor in the face of unexpected events. This approach made the building seem more personable and relatable, turning a potentially alarming situation into a moment of collective relief and laughter. It capitalized on the city's reputation for quick-witted responses to adversity, aligning with the public's way of coping through humor.
The message was concise, clear, and to the point, which are hallmarks of effective communication, especially on social media platforms where attention spans are short. The simplicity of "I AM FINE" communicated the necessary information without any fluff, making it instantly understandable and shareable, thereby increasing its virality.
The tweet effectively showcased the Empire State Building's brand personality - one of strength, stability, and even a touch of sass. This not only reassured the public but also reinforced the building's image as an enduring symbol of New York's spirit. By humanizing the structure through social media, it strengthened the emotional bond between the landmark and the public.
The tweet sparked a wave of interactions. People responded with relief, humor, and further engagement, leading to a broader conversation on social media. This interaction not only amplified the reach of the message but also demonstrated the building's role in community building, especially during times of unexpected events. The follow-up tweets, like "I AM STILL FINE," continued to keep the engagement alive, showing a sustained strategy rather than a one-off reaction
The tweet became part of the cultural narrative around the event, contributing to how the earthquake was perceived and discussed online. It was not just about the building's physical safety but also about how such an iconic structure communicates in crises, setting a precedent for how landmarks might engage with audiences in the future.
639M Social impressions
74M users reached
39K social mentions
13B media impressions
$24M ad value equivalency
1300 Media placements
