There was a televised live event last night, so obviously brands felt the need to come up with witty, relevant tweets to capitalize on it. This worked better for some than others.
Target was all over the Emmys last night, following up on its TV ads with some suggested product purchases (creating its own #TwitterRun hashtag) and cleverly taking advantage of the tiny bulls-eyes spotted on actress Julie Bowen’s husband’s bowtie:
#Emmys homestretch! You got this. #TargetRun pic.twitter.com/uor7HDkitK
— Target (@Target) September 23, 2013
#BullseyeApproved RT @itsJulieBowen On the way to the Emmys. Husband sews busted bow tie… Classy AND crafty… http://t.co/KpxTX5C0ly
— Target (@Target) September 22, 2013
Audi’s approach was to somehow insert its products and clean fuel technology into the Emmy nominated shows with a pun or a play on their titles, which was an awkward stretch most of the time. It did however follow up with a visual collection of the new Audi-influenced show titles with a gallery on Pinterest, a nice one-two social media advertising punch:
With #AudiTDI clean diesel technology, Jay could spend 20% less time at the pump & more with Gloria. #Emmys pic.twitter.com/8RWDytl7Nl
— Audi (@Audi) September 23, 2013
Even air-freshener manufacturer Glade got in on the act, following up on its TV spot with its own hashtag #BestFeeling. However, its strategy of coming up with custom fragrance descriptions for each Emmy show was a little too vague and not very effective:
The #warmth of being around those you love! This laugh-out-loud show inspires a mock fragrance. #bestfeelings pic.twitter.com/2v0sww42DP
— Glade (@Glade) September 23, 2013
Ever since Oreo’s now legendary tweet at the Superbowl last year, brands have been killing themselves trying to emulate that bit of social media genius, but it seems to be getting a bit much, making ithe whole thing seem a bit cynical.
Here’s what a whole bunch of people thought about brands attempting real-time social media marketing during the Emmys, under the hashtag #EmmysRTM.
Tonight's the night when real time marketing dies in a ditch! #emmys #EmmysRTM
— Karen Geier (@karengeier) September 22, 2013
Like Miley Cyrus' song, “We Can't Stop” brands / agencies can't stop when it comes to forcing “real time marketing” #Emmys #EmmysRTM
— Adam Kmiec (@adamkmiec) September 22, 2013
It also spawned activity from the anonymous Twitter user @RTMSucks who posts real-time criticism to match the brands’ tweets, along with a Tumblr to shame them.
The clear winner of tonight's #EmmysRTM is @Oreo for sitting out the #Emmys after what they learned from participating in #OscarsRTM
— RTM Sucks (@RTMSucks) September 23, 2013
What do you think of real-time marketing? Has it officially jumped-the-shark? Leave your thoughts in the comments below:
