From the moment the first World Cup match kicked off last month, brands have been vying for any and all opportunities to turn the soccer games into a real-time marketing moment. The news that the U.S.... more 
From the moment the first World Cup match kicked off last month, brands have been vying for any and all opportunities to turn the soccer games into a real-time marketing moment. The news that the U.S. team would play Belgium pretty much served that opportunity to Waffle House on a platter. On Monday, the U.S. waffle chain decided to show support for its home country ahead of Tuesday's match against Belgium with a so-called "boycott" of Belgian waffles. A tweet announcing their war against Belgian waffles has since been retweeted nearly 15,000 times. Unlike other brands on Twitter, Waffle House didn't dress up its tweet with a photoshopped image, insert ample amounts of branding or link to something on its website. Waffle House didn't even proofread it. (As Twitter users quickly pointed out, it should say "Belgian," not "Belgium.") less 
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Wochit
Tue, Jul 1, 2014 1:51 PM EDT