Is Gearwrench Winning or Losing?

I’ve been wondering – is Gearwrench winning or losing at social media?

Their latest post seems like another viral meme attempt, with a cat saying “you just got wrenched.”

They say you need to tag 3 techs in the next 24 hours or you’re cursed to lose your 10mm socket.

It’s a modern chain letter.

Another says “make healthier choices” and there’s an image of chicken nuggets next to a 10mm socket.

I’m not finding these to be amusing or sound strategy. So is that on me – maybe I’m too old for this stuff – or is it unfunny and poor marketing?

I get it that attention is everything these days. Is this good attention or bad?

Gearwrench’s parent company recently went through a change in ownership, with the transaction sounding a lot like an asset foreclosure. Apex Tool Group was deep in debt, and are now owned by a group of their lenders.

Is this kind of marketing going to help save the tool brand? That’s not a rhetorical question. I’m really wondering whether this kind of marketing approach is what it takes for tool companies to climb ahead these days. Gearwrench isn’t the only brand posting like this.