The Emmys are on, and despite the prospect of sinking ratings due to the event being held on a Monday, brands are out in full force.
We run down the best and the worst real-time marketing, recognizing both off-the-cuff remarks as well as those, like Mercedes-Benz’s, that were days and maybe even months in the making.
Best
Netflix
Netflix had won the night before even starting, with the most number of nominations ever. But after presenter Jimmy Kimmel called out Ricky Gervais for having a “Netflix face,” the brand jumped on it, asking people to tweet them their own “Netflix face.”
Tweet us your #NetflixFace! @rickygervais #Emmys https://t.co/AB1HaFWOvs
— Netflix US (@netflix) August 26, 2014
The Facebook-owned social network had one of the best tweets of the night, strangely enough. Favorited over 2,500 times, the service promised a tour of “Sherlock’s” London, showing pictures of filming locations from the BBC show.
A photographic tour of Sherlock’s London, in honor of the #Emmys https://t.co/716jMHmF8H — Instagram (@instagram) August 25, 2014
AARP
This marketer has had a strong showing on the awards show circuit — it even live-tweeted its way through the Oscars earlier this year. It tweeted its way through tonight as well, doing what might be considered unthinkable: applauding people for their age. (It was also a broadcast advertiser during the telecast.)
#Emmys: Congrats on your huge #Emmy win @AllisonBJanney! 54 and oh so talented pic.twitter.com/v2riATWxQL
— AARP (@AARP) August 26, 2014
Worst
Mercedez-Benz USA
We had an early contender for the worst brand tweet, when Mercedez-Benz, a full four days before the event, laid this upon us.
And the Emmy for sound mixing goes to… the all-new C-Class’ available Burmester stereo! https://t.co/YlEUK5hmS1 pic.twitter.com/0SR8FOyY2O — Mercedes-Benz USA (@MBUSA) August 21, 2014
Gain
What? Something about smelling great but also wearing couture?
Is it safe to assume that the #bestdressed are the best smelling? pic.twitter.com/2u4nlQSsLf — Gain Laundry (@Gain) August 25, 2014
Dominos
There are two routes to brand laziness during the Emmys. One is Photoshopping your product onto a fake red carpet. The other is dressing said product up as if it were an actual celeb. Dominos went the latter way, then made it worse by playing a weird game where they instructed people to “double dunk” if fake tears were spotted.
Roll out the marinara-colored carpet: We’re #LiveEating the #Emmys. Join us? pic.twitter.com/aKAfq7frFf — Domino’s Pizza (@dominos) August 25, 2014
Subway
We take back what we said. This is the laziest brand tweet of them all. A bit of Photoshopping would have been an improvement.
Subway is red-carpet ready! Looking forward to tonight’s hits and misses! #Emmys pic.twitter.com/q1YqmhJYVm
— SUBWAY Restaurants (@SUBWAY) August 25, 2014
Dove
Make sure you take a shower before settling down to watch the Emmys, says Dove.
Walking the red carpet? Watching at home? Start your night with softer, smoother skin. https://t.co/CXmmZnH7aM #Emmys pic.twitter.com/wYeH1AgNqj
— Dove (@Dove) August 26, 2014
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