Dive summary:
- Real time marketing can be magical when it is executed correctly, but if the barrage of lame tweets trying to tie brands into this year's Emmy Awards are any indication, most are trying too hard to be the next Oreos.
- The Emmys didn't have as many brands tweeting as the Super Bowl or Oscars, likely due to its lower popularity, though some speculate this could also be due to major misses made on the platform during the Oscars.
- A few of the brands attempted to create a hashtag around the event, with Glade's #bestfeelings notably falling flat.
The polls are in. #Optimism paid off. Congratulations to this year’s commander in comedy! #bestfeelings pic.twitter.com/GAtYc1IagT
— Glade (@Glade) September 23, 2013
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
From the article:
"Ever since Oreos became associated with real time marketing, companies feel that because there’s a live event they have to attach their message to a live event. Tonight’s Emmy Awards, celebrating the best TV has to offer, is no different. Here are some brands who have hopped on to the Emmy’s for no reason other than because they can. The new thing this year is that brands are creating their own hashtags around the event."
