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10 Desperate Brand Tweets from the Oscars

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10 Desperate Brand Tweets from the Oscars

By   Blake Bowyer, Director of Digital Strategy

Well, it’s officially a thing now.  From department stores to nasal decongestants, brand s have jumped on the live tweeting band wagon.  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 brand s were doing it.  Now, in a world where brand s 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 brand s 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.


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-hand ed 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.