Waffle House wanted to congratulate Bruno Mars on his sixth Grammy win. As it turned out, they needed University of North Georgia student Karlie Dobbs and her musical talent to get the artist’s attention.
On Jan. 29, Waffle House posted a tweet congratulating Mars. His fanbase, commonly referred to as the Hooligans, took notice. They started the hashtag #HooliganTwitterPartywithWaffleHouse.
Dobbs, a Hooligan and longtime singer/songwriter, had the idea to create a Waffle House jingle to the tune of Mars’ “24K Magic.” Once she made the video, she shared it with Waffle House.
“Karlie is a musician herself and I think she’s very talented. I think she’s creative, and she loves Bruno,” said Waffle House’s social media manager, who asked that her name not be used because the Hooligans know her only as “Waffles.”
The jingle quickly went viral when the restaurant posted it on Twitter.
“When I did the jingle, I didn’t expect the outcome of it. It was expected the Hooligans would pick up on it,” said Dobbs, a junior journalism major at the Gainesville campus.
The Twitter party continued for 10 days with the aim to get Mars to notice the jingle. On Feb. 20, Mars liked the video on Twitter.
“We had been tweeting about this for over two weeks. It jumped to 5,000 more views,” Dobbs said.
The video now has more than 32,000 views on Twitter.
After the tweet reached 30,000, Dobbs released a new parody, this one of Mars’ single “Finesse.” She tweeted the video on Feb. 24, and Waffle House reposted it on Facebook.
The new video has received the most attention on Facebook, where it has reached 19,000 views.
“This was definitely something that I came up with on my own. I didn’t think Waffle House would have it posted and we’d reach as many views as we did. For me, this is just the beginning of something that could be bigger,” Dobbs said.