What? There’s a major event happening and everyone will be on Twitter watching for updates? Better get your social media marketing team ready.
Brands, with a precision you could set your watch to, were watching Apple’s big event today — just like the rest of us. And just like the rest of us, companies from Zappos to Denny’s to Crest live-tweeted the unveiling of the iPhone 6, 6 Plus and iWatch, hoping to cash in on a few of those eyeballs glued to social media.
Here, then, is the good, the bad and the ugly of the tweets by just about every brand that isn’t based in Cupertino.
The Good
Zappos.com pokes good-natured phone at how gosh-darn big the new devices are, with a tongue-in-cheek ad for “mobile-ready pants.”
Denny’s does a good job of addressing the multiple technical issues users were having while trying to tune in to the livestream.
— Denny’s (@DennysDiner) September 9, 2014
Kudos for the real-time with wit.
Oreo. A-plus for Photoshopping.
Just like a twist – it’s all in the wrist. pic.twitter.com/UDzFDAb78G — Oreo Cookie (@Oreo) September 9, 2014
The Bad
Applebee’s thinks partaking of its “All You Can Eat Ribs” promotion might tide you through until you can actually buy the new phones.
We are hungry with anticipation! #AppleLiveEvent pic.twitter.com/feMYoEKZHP — Applebee’s (@Applebees) September 9, 2014
Are these the APPS you’re looking for? #AppleLive pic.twitter.com/1x3G1OpDD9 — Applebee’s (@Applebees) September 9, 2014
(We might have suggested a play on the word “Apple,” but maybe that’s asking for too much.)
HTC attempts to throw some shade …
Happy To Congratulate #Apple on joining the world of big screens! pic.twitter.com/7nLUYAr4Nd — HTC UK (@HTC_UK) September 9, 2014
… but it just comes off as desperate.
Windows Phone uses this opportunity to tweet that ad you’ve already seen a billion times.
Even Siri gets a little envious of #Cortana on the HTC One (M8) for Windows. WATCH: https://t.co/rdxRXoY39Y pic.twitter.com/4Mzhv0ijUP — Windows Phone (@windowsphone) September 2, 2014
Then there was this attempt from the usually funny Hamburger Helper account.
Everyone’s tweeting about this new phone, and I’m just sitting here wondering if it’ll take better food pics.
— Helper (@helper) September 9, 2014
Kate Spade reaches for a Fashion Week tie in …
from fashion week to apple keynotes. we don’t discriminate between the two types of presentations. — kate spade new york (@katespadeny) September 9, 2014
… but just comes off as Fashion Weak
The Ugly
Blackberry should given an award for what is undoubtedly the saddest tweet ever written.
Rumor has it we’ll hear about #iOS8 today…but #BlackBerry10 remains the winning choice for #enterprise: https://t.co/B8Zw5qw8Gn #BBFactCheck — BlackBerry (@BlackBerry) September 9, 2014
More in Marketing
Pitch deck: Here’s how Amazon has been selling its DSP so far this year
The 24-page pitch deck for Amazon’s demand-side platform is telling: it puts its off-Amazon’s ambitions in black and white.
Amid sports marketing’s gold rush, some brands are targeting niche fan communities
As the ceiling on sport sponsorship investment rises, room for non-standard approaches is also growing for a variety of brands.
Startups try to make smart bets with marketing budgets ahead of a potentially volatile summer
While summer might be a slower season, it’s an important time for brands and retailers to ensure they’ve still got customers’ attention.