By Blake Bowyer, Director of Digital Strategy
Well, it’s officially a thing now. From department stores to nasal decongestants, brands have jumped on the live tweeting bandwagon. With hopes to hit a real-time home run, they are pre-producing content, assembling social media war rooms, and feverishly scanning streams for their ‘Oreo moment’.
In many ways, it makes a lot of sense: With the nation – and often the world – watching, participate in massive cultural conversations in an attempt to turn those eyeballs toward your brand. It’s a get-rich-quick scheme that’s almost too tempting to resist – millions of potential impressions with minimal spend.
The problem is, it’s not that easy. First, if we truly examine Oreo’s ‘Dunk in the Dark’ tweet, it’s average-to-good. Clever, but not mind-blowing. Why was it such a phenomenon then? It was novel. Oreo was a pioneer of real-time commentary and its tweet took off because not many brands were doing it. Now, in a world where brands are almost expected to have 140-character quips at the ready, it’s exponentially harder to break-through.
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
The good thing for marketers? It provides a lot of unintended hilarity. Even if our brands didn’t break Twitter last night, we can say with relief “At least we didn’t do that.” Let’s look at 10 brand tweets that are more real-lame than real-time.
— Tide (@tide) March 3, 2014
Good one, Tide.
— Denny’s (@DennysDiner) March 3, 2014
— Olay Skin Care (@OlayUS) March 3, 2014
Are you even trying, Olay?
that pizza looked room temperature at best #Oscars
— DiGiorno Pizza (@DiGiornoPizza) March 3, 2014
Envy isn’t your best look, DiGiorno.
— Clorox (@Clorox) March 3, 2014
Nothing honors a classic like cleaning toilets.
Did someone say pizza? We got you.
— Pizza Hut (@pizzahut) March 3, 2014
How come no one ever thanks their cold medicine?
— Mucinex (@Mucinex) March 3, 2014
I don’t even know.
— TGI Fridays (@TGIFridays) March 3, 2014
Well, at least no one saw it, Fridays.
— Red Bull (@redbull) March 3, 2014
A heavy-handed misstep from Red Bull.
— Sears (@Sears) March 3, 2014
No words. They didn’t even tag the right account.
The moral of the story? Don’t force it. It’s not novel anymore, so it has to be good.