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:
— Target (@Target) September 23, 2013
— 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:
— 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:
— 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.
— Karen Geier (@karengeier) September 22, 2013
— 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.
— 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: