Dive Brief:
- History repeated itself this week when the social media was a flutter with news from the Apple announcements.
- Brands just couldn't stay out of the popular conversation, even though it was for another brand.
- Some of the most popular tweets came from Ford—who was showing off its tech capabilities — while Crest, HTC, and live-tweeting pioneer Oreo jumped in with commentary.
We’ve got glass, too. Objects appear in 3D! #wegotthat2 pic.twitter.com/f6tzhnxtCY
— Ford Motor Company (@Ford) September 9, 2014
That’s cool. Our batteries power an entire car. #wegotthat2
— Ford Motor Company (@Ford) September 9, 2014
Bigger screen. Better performance. Elegant design. Welcome to the party #iPhone6. pic.twitter.com/v45ZXebhbs
— HTC (@htc) September 9, 2014
Just like a twist - it's all in the wrist. pic.twitter.com/UDzFDAb78G
— Oreo Cookie (@Oreo) September 9, 2014
We didn't reinvent the Apple, just the way we bite into it. pic.twitter.com/efIXMQTRjv
— Crest (@Crest) September 9, 2014
Dive Insight:
It's now become such commonplace to newsjack— or hijack hashtags— that brands have no problem promoting another brands news. But even though the brands are getting attention for the clever tweets —ultimately Apple still won from the attention. For marketers, it's fun to see and participate in the hysteria regardless.
