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.
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 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.
— 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-hand ed 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.