The awards season is kicking into high gear with the Grammy Awards. And, of course, that means brands are hunkered down in their social command centers, ready for duty. We decided to skip the telecast of the awards and instead follow the action through brands’ Twitter accounts. Here’s what we learned up until the moment when brands started tweeting about other brands’ tweets. We had to call it a night at that point.
The command centers aren’t a joke. MasterCard reported for duty.
Sure, Secret is a deodorant brand, but that doesn’t mean it doesn’t have something to say about the red carpet. Uh, yikes.
Sorta gross. Not surprised it got one favorite. But wait, Secret is really going to keep pushing the armpit meme.
Wait, what is it with the armpits?
It is, admittedly, a good time to hawk CDs of country singers. Real-time content + commerce FTW.
If you’re a laundry detergent, everything is about smells. It’s in the brand playbook.
Everything.
Oh dear. Oreo’s not impressed, Gain.
And if you’re pizza…
OK, that was a good one.
Yes! Unfortunately, Bing only has about 5 percent of searches.
Oh, I see what your real-time SWAT team did there, Olay. Weirdly, it doesn’t have @olay — some guy in Norway does.
Even the Silicon Valley types are into this real-time marketing thing.
Bit of a stretch, Applebee’s, bit of a stretch.
Never miss an opportunity to tie something into buffalo wings.
And let’s not forget dessert.
And since Pharrell’s hat is trending, why not talk up pancakes.
It’s not even 10pm?
Wait a second, where is @Oreo? It decided to sit it out and set up an auto-responder. Craft, or spammy. Maybe both!
And the best brand tweet not from a brand goes to Complex. This was your moment, Arby’s!
Sheesh, what took you so long, Arby’s?
It had to end here. Brands are doing real-time marketing of other brands’ real-time marketing.
OK, Pepsi that does it. Put a fork in us; we’re done.
More in Marketing
TikTok ad execs are finally talking — just enough to keep Q4 intact
While the U.S. waits for China to sign off on its proposed TikTok deal, platform execs have reassured marketers no changers are coming in Q4.
‘We were getting crushed’: Brands cut back on free online returns to offset tariff costs
Some brands are even eliminating the perk altogether as they try to mitigate the steep costs of the Trump tariffs.
The Rundown: OpenAI’s ChatGPT Atlas browser aims to turn the internet into a conversation
What marketers need to know about what to expect when the internet becomes chat.