Social media is easy to do wrong and hard to do right. If this (2:1 sale) is the "big announcement" I'm calling this a huge failure.
There are currently 2 social media accounts that come to mind that I would argue get things right:
KFC's Twitter (take a close look at who they follow and how many...) and
Steak-Umm. They have the right amount of humor and give and take with their followers.
Marketing is about build-up and expectations. A 2:1 sale that is, as far as I can tell, basically something they do on a regular basis, isn't THAT big of a deal. It's something you can announce in advance and market the day of. But you don't try to tease folks with it. When you build up expectations and then let them down, it's like the boy who cried wolf, people stop paying attention.
So, if this was it... Amtrak blew it, big time.
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