Sonic the Hedgehogs Twitter feed is better than any Sonic games

center_img Sonic’s Twitter recognizes that it’s firmly a part of this Weird Twitter brand community. It actively reaches out to its colleagues whether or not it makes sense. Sonic the Hedgehog is a game about a rascally talking animal racing his way through colorful forests. Deus Ex is a game about a paranoid cyberpunk dystopia where mechanically augmented humans navigate urban hellscapes controlled by shadowy Illuminati groups. There’s no overlap there, but on Twitter these two brands are best bros. At least they’re both video games, though (and I’m convinced the Sega and Square Enix PR firms are friendly if not in fact the same company). The rest of Sonic’s Twitter social circle makes even less sense. For every logical tweet, like a shot at rival Nintendo’s Star Fox series, there’s an ongoing conversation between Sonic and something random like Fitbit or Totino’s Pizza Rolls. Again, it’s the school of advertising that says if you confuse your audience enough they can’t help but be interested in your message, not matter how worthwhile it ultimately is. See also: any Tim and Eric commercial, whether they’re about Pizza Rolls or [email protected]_hedgehog Sorry, Sonic. You’re going to have to wait a little longer…— Deus Ex (@DeusEx) November 18, 2015As much as Sonic Twitter’s feed reads like a rogue AI, ultimately a human being types those unbelievable words. That human being is Aaron Webber (@RubyEclipse), a Sega employee and known figure in the Sonic fanbase. Since the beginning of the decade Webber has worked on several Sega games. He promoted Sonic the Hedgehog 4 and was a brand manager Sonic Generations. He even helped out with Valkyria Chronicles, an actually good game. He’s also no stranger to comedy. He performed in many funny videos for Sega’s YouTube page and originated the role of Tails in Sonic Boom the Musical. Webber left Sega in June 2014 before returning a year later. One of his first acts upon coming home was to the remake the Sonic Twitter feed into its current great and terrible form. Whereas normal social media campaigns rely on approved, committee-driven content, Webber’s genuine, unfiltered passion for the character expressed through an unmistakable, singular, surreal voice gives Sonic his strength.Is that strength really for the best? This is something I think about as brands adopt more and more of an absurd sense of humor similar to mine. If I laugh at a weird Cap’n Crunch joke about Chrissy Teigen (or my college roommate) that’s okay, but if that joke convinces me to buy Cap’n Crunch cereal then I made a mistake. What if I genuinely enjoy Cap’n Crunch, though? Does that make it okay? Did I still get tricked? Brands are capitalist constructs solely interested in getting money from you. You shouldn’t be loyal to them. You shouldn’t view them as your friends. but what do you do when brands are just so darn friendly? It’s insidious, even more so when the charming, faux-ironic presentation is meant to sidestep and distract you from the fact that the product is bad. Don’t forget: Sonic products are bad.To illustrate this dilemma, let me tell you another Sonic Twitter anecdote. Last year, popular video game critic Jim Sterling tweeted at Sonic pretending to be offended about being ignored on Friendship Day. Piggybacking off of Sonic’s weird Twitter popularity is usually a good idea. My handful of tweets telling Sonic to go to jail usually get a fair amount of buzz. However, Sonic responded with a screencap of Sterling’s poor, 4.5-out-of-10 score from his review of Sonic Colors. Not too long afterwards, Sonic called out GameTrailers for giving Sonic Generations an 8 out of 10 only to later label it bad. Hypocritical [email protected] Now you know how we felt when you reviewed Sonic Colors.— Sonic the Hedgehog (@sonic_hedgehog) July 30, 2015 Sonic’s Twitter feed is better than most Sonic games.<><>last_img read more