Frank Underwood’s legion of followers weren’t the only ones who took to Twitter this weekend to share their real-time reactions (and occasional spoilers) to House of Cards’ third season. Knowing that a large portion of Netflix’s approximately 50 million subscribers would be settling onto their couches for a weekend of binge-watching, the marketing mavens of corporate America took advantage of this captive audience and unleashed a deluge of House of Cards-themed tweets and promos. Here are 15 of the best, and most baffling, of them. 

1. COTTONELLE GOES COMMANDO.

What does House of Cards have to do with toilet paper and/or a lack of underwear? Your guess is as good as ours. But that didn’t stop Cottonelle from equating them in its #GoCommando Twitter campaign. 

2. CHARMIN BUILDS A HOUSE OF CLEAN.

Not to be outdone, Cottonelle’s TP rivals stacked a couple hundred rolls to build their very own “House of Clean.”

3. MCDONALD’S KEEPS IT SIMPLE.

An ongoing supply of fast food is practically a requirement for a weekend of binge-watching. You know that. And McDonald’s knows that, too. So they kept their promo simple and totally on brand. 

4. ARBY’S OPENS UP THE FLOODGATES.

If House of Cards-themed fast food promos were a competition, McDonald’s would emerge the obvious victor. Rather than subtly suggest that a burger and fries might be the next best thing to a plate of ribs from Freddy’s BBQ, Arby’s opted to blame its empty parking lots on House of Cards. It didn’t take long for the sarcastic replies to follow.

5. TIDE CLEANS UP.

Several brands opted for a straightforward setup: Product placement next to a literal house of cards. This is the route that Tide went, while playing on the contrast between dirty (politics) and clean (clothes).

6. PRINGLES GETS LITERAL.

Like Tide, Pringles went the uncomplicated route: Pringles + a house of cards = What you’re doing this weekend. (Ideally with a can of chips by your side.)

7. HANES IS OVERRATED.

Frank’s nether regions seemed to hold particular interest in House of Cards Twitter promos. Underwear-makers Hanes played up one of Frank’s most famous lines by informing its followers that “Pants are so overrated.” (A female version, featuring stars-and-stripes-covered undies, was also sent out.) 

8. COORS LIGHT LOVES FRANK.

Over the past three seasons, viewers have seen Frank kick back with a beer on more than one occasion. Whether or not he enjoys a Silver Bullet doesn’t really matter. Coors Light loves him anyway. 

9. KFC MAKES A POWER PLAY.

Even the most casual of House of Cards fans knows that Frank’s ideal meal is a plate of ribs from Freddy’s BBQ. But that didn’t stop KFC from putting forth a bucket of fried chicken, a tub of mashed potatoes, and a box of buttermilk biscuits as an alternative power meal. 

10. SHERWIN-WILLIAMS GETS SOME COLOR.

What’s a binge-watcher to do between now and season four? Paint a wall! Sherwin-Williams turned a pile of pleasing color swatches into a house of color cards for its short video campaign. 

11. UBER TAKES A RIDE.

Car-sharing politics aside, Frank’s champagne tastes provided Uber with the opportunity to showcase its premium UberBLACK service. 

12. PILOT PUTS ITS PEN TO THE TEST.

The Pilot Pen company may have won the corporate Twitter war by simultaneously joining in the House of Cards discussion, making proper use of a couple of handles and hashtags, and showcasing its product—all in 115 characters.

13. TURBOTAX REMINDS YOU THAT APRIL 15TH IS COMING.

Is there a multitasker alive who could both pay attention to every one of House of Cards’ political twists and turns and file his or her taxes at the same time? TurboTax thinks so! 

14. MICROSOFT TAKES ON CLAIRE.

Apple can keep Siri. Microsoft’s line of Lumia phones has got Cortana, its own virtual personal assistant. And according to its House of Cards promo, she’s the “real,” even greater woman behind the great man. 

15. AER LINGUS IS ON ITS WAY.

House of Cards has got a major following in Ireland, as evidenced by the fact that Aer Lingus is using the series’ fictional POTUS as a way to promote its new direct flights from Dublin to DC.