Brands show their light-hearted side with 'hottest day of the year' hashtag

The hottest day in the UK for a decade has given brands the perfect opportunity to engage with customers via social media.

With the YouGov Twitter account claiming that anything above 28 degrees is deemed "too hot" for the British population, many firms have used a comedy angle in an attempt to create viral content.

The #hottestdayoftheyear hashtag has been used to promote everything from Marmite to Magners and has been used more than 136,000 times at the time of writing.

Go North Wales, the tourism body for the region, jumped straight in with this plug:

Magners was one of a long list of drinks brands promoting itself. It seemed to be the only one running a competition to try to drive engagement.

Skincare providers such as L’Oréal are no doubt wishing for more days like this as it ties in with its native messaging without feeling forced.

Sticking with the cute baby elephant pictures, the WWF also attempted to draw attention to its cause.

Film4 summed up the state of many around the country with this gif from 1980s film classic Airplane.

Despite the lack of picture, Tesco still managed impressive levels of engagement with this one-liner.

Walkers put its Photoshop skills to use to promote some classic ready salted crisps.

Love it or hate it, Marmite jars were feeling the heat.

Many commuters experienced a nightmare journey to work this morning due to the heat. But First TransPennine Express passengers were offered up free ice lollies and water bottles to keep cool.

And of course PRWeek favourite Paddy Power offered up some office bingo.

Even the BBC was in on the act.

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