Drake’s special guest at OVO Fest: a Whataburger tweet

Eminem had D12, and 50 Cent had G-Unit. A$AP Rocky has the A$AP Mob, and Kendrick Lamar has the Black Hippy crew. Drake has a regionally beloved burger chain known for its savvy social media posts.

(Photo courtesy of Whataburger)

(Photo courtesy of Whataburger)

The feud/beef/publicity stunt between the Canadian rapper-singer and Philadelphia emcee Meek Mill, which started over the latter’s accusations that the former employs ghostwriters, has persisted long enough to become a full-fledged meme. How pervasive is the reach of the least threatening rap rivalry of all time?

This pervasive:

Drake performs to a sold out crowd at the Frank Erwin Center in 2012. (Ricardo B. Brazziell/American-Statesman)

Drake performs to a sold out crowd at the Frank Erwin Center in 2012. (Ricardo B. Brazziell/American-Statesman)

That would have been a fairly typical example of a #brand engaging with the youths. But on Monday, the “Hold On, We’re Going Home” artist took things to the next level at his annual OVO Fest in Toronto. Opening up his headlining set with two diss tracks, “Back To Back” and “Charged Up,” Drizzy performed in front of a giant slideshow of memes mocking Meek, according to Consequence of Sound.

Those Internet trifles, if you haven’t figured it out by now, included one near and dear to any Texan’s stomach.

Because time is a flat circle (much like a hamburger patty), Whataburger’s social media folks were quick to react.

This has been a big couple of weeks for Whataburger and winning battles: The Texas-based chain took the title of America’s best burger in a recent Fast Company bracket.

[h/t Fader]


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