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#Bincident - For Goodness Cake!

The heat reached boiling point in this week’s episode of the nation’s best-loved baking show, The Great British Bake Off (GBBO), where it became the most popular subject for social media users across Britain.

The hashtag ‘#Bincident’ along with others, such as ‘#JusticeForIain’, rapidly became a frequent sight on every social media website as fans mourned the melting mess of Iain Watters’ ice-cream dessert, following Diana Beard’s stealth removal from her freezer during the retro themed ‘Baked Alaska’ challenge. 

The tension could have been cut with a knife as Iain’s crusty reaction resulted in him boiling over and throwing the oozing mess in the bin.

The episode created much controversy throughout the nation, as viewers debated the intentions behind Diana’s actions and accused her of taking the biscuit, with one tweeter requesting, “Can we not insist on an inquiry? #BakeOff #BinGate.”

Although many condemned Diana’s actions, the 69-year-old said she had been made a “scapegoat” after editors portrayed her as playing a part in Iain Watters’ elimination.

Iain himself joined in the twitter fest with some sweet words to the outraged fans, “Guys no hard feelings now. Diana is a top lady and all us tent bakers are great pals. Can’t wait to tune into the rest of the series. :)”

Despite the disputes, The Great British Bake Off has cooked-up an amazing result thanks to this. On just the fourth episode of the series, the show has already seen an impressive result in social media trends and is now one of the most talked-about programmes in the UK. A total 118,144 tweets were sent about the #Bincident during Wednesday’s show alone- that’s an impressive 3,948 tweets per minute!

A number of hashtags linked to the show and the ‘Baked Alaska’ debacle were frequently used by GBBO fans, including: #JusticeForIain, #BringIainBack, #DirtyDiana and #Sabotage, revealing the extraordinary level of activity which was successfully achieved by the BBC programme.

For us here at The Write Angle, this event reinforces the amazing power of social media and the ever changing way in which the modern world communicates and seeks entertainment. As a communications agency, we understand the importance of social media and the surprises it brings on a daily basis.

As for Iain, we think throwing his Baked Alaska away was a huge mistake and he got his “just desserts” in the end when he was voted off the show!


Written by Emma T

Tagged with: , GBBO, social media, The Great British Bake Off, Twitter