Office supply retailer Staples is employing a strategy indicative of user behavior that stands out regarding a topic that social media was aflutter with over the weekend, Friday?s eerie holiday. 

A video on Staples? social media feed showed off the retailer?s marketing prowess with a strategy likely to connect with consumers. While consumers and brands alike have flooded social media with content regarding Friday the 13th, Staples created a funny branded video, separating it from the crowd. 

Staples? video brought the classic horror film Friday the 13th into the office for the superstitious day. The clip opens with a man waiting for the elevator in an office. 

When the elevator opens, a man dressed as Jason, the iconic villain from the horror series, is standing there. The first man greets him saying, ?Hey, happy Friday Rick!,? which is met with silence, a joke that references the movie. 

As the elevator doors close, text appears reading, ?Casual Friday, the 13th.? Throughout the clip, the Staples logo is featured at the bottom right hand corner, so if the video is to be shared, consumers will know it was the work of the brand. 

Forever21 and Spirit Halloween joined Staples with Friday the 13th content. The two shared ecards that can be easily reposted by users, hoping to get in on the conversation as well. 

However, Forever21 made sure to brand the card, hoping that users will share it all over social media, but the retailer will still get recognition. Forever21?s image reads ?should I be nervous today is Friday the 13th,? but is signed with its well-known F21 initials. 

The card is also created with Forever21?s red and black imaging. Forever21 captioned the image with ?blame everything on #Fridaythe13th.? 

Spirit Halloween simply shared a funny cartoon of Jason sitting in a recliner chair with his machete staring at a calendar showing that the date is 12. Spirit?s caption reads ?patiently waiting?? with the hashtag #Fridaythe13th. 

Marketers often adopt trending topics like this in their own way to appeal to the masses and get in on a wide spread conversation. 

For instance, GE, Sour Patch Kids, Mountain Dew took to Snapchat for unique interpretations of one of the updates, which allowed emojis to stick to particular objects in a video, each marketer adopting different strategies to fit individual brand image.

Snapchat rolled out a unique new feature in which users can place an emoji on a specific object within a video and it will stay there even if the object or camera moves. GE, Sour Patch Kids and Mountain Dew were among the brands that have quickly introduced content for the update, with each video unique to the brand itself, such as Sour Patch Kids taking a cheeky, taunting approach and GE tapping into science (see more). 

Similarly, Hershey's brought at-home viewers in on the action surrounding the Olympics by partnering with athletes for separate social media pushes designed to fit the images of its flagship product and the Reese's brand.  

The iconic Hershey?s chocolate bar brand typically opts for more heartfelt messaging to appeal to a wide range of consumers, but for its Reese?s brand, campaigns typically run on the comedic side. This is showcased with their respective social media campaigns that feature athletes at this year?s Olympics in Brazil that feature videos paired with fan interactions through hashtags (see more).