10 Desperate Brand Tweets from the Oscars

Oscars JPEGBy 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.

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.

Good one, Tide.

Okay.

Are you even trying, Olay?

Envy isn’t your best look, DiGiorno.

Nothing honors a classic like cleaning toilets.

More jealousy.

I don’t even know.

Well, at least no one saw it, Fridays.

A heavy-handed misstep from Red Bull.

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.

(4) Comments

  • Anna Blasberg
    March 10, 2014 at 10:00 pm

    Blake, I think you hit these brand marketing shortcomings (I hesitate to say #fails) spot on. Hopefully they can learn from their cheesy mistakes and do some decent live-Tweeting next year. The Oscars were incredibly well-received by the 18-24 year old Youth and Young Adult (YAYA) market this year. If that trend continues next year then it will be especially important for marketers to continue being present on Twitter! If they’re interested in finding out why the YAYA market loved the Oscars so much this year here is a blog written from that perspective:
    http://goo.gl/Nk8Ana

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