Brands Awkwardly Glom Onto Emmys

Brands just can’t help themselves.

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.

There seem to be fewer brands trying to glom onto the Emmy’s. Perhaps because of the horrendous misses at the Oscars; perhaps it’s because the Emmy’s aren’t as big as the Oscars or Super Bowl. Jayme Maultasch, svp at Deutsch, tweeted “Anyone surprised by the relative lack of mrkting in the feed? The Academy Awards felt overdone but this feels like oppty lost #EmmysRTM

See other brands tweeting? Let us know in the comments.

Glade has been furiously live-tweeting the Emmy’s, even starting its own hashtag #bestfeelings. Sure.

Screen Shot 2013-09-22 at 9.07.26 PM



Target believes that the associative process works here. Modern Family’s Julie Bowen’s husband has a bow-tie with little targets on them. Naturally, the department store wants to take advantage of the bullseye. Naturally. #bullseyeapproved

Screen Shot 2013-09-22 at 9.22.20 PM


The Real McCoy Rum decided to take followers on a nostalgia trip, tweeting this little gem.

Screen Shot 2013-09-22 at 9.27.37 PM


Even major auto brands aren’t immune to trying this real time marketing thing. Audi tries to tie its clean diesel technology to Modern Family.

Screen Shot 2013-09-22 at 9.29.53 PM

Coldwell Banker is also live-tweeting. But mixed in with their tweets congratulating winners (because, yeah, a real estate company congratulating people on Twitter makes sense) are ecstatic tweets of Coldwell Banker’s commercial that ran during the Red Carpet.

Screen Shot 2013-09-22 at 9.19.36 PM

More in Marketing

Why Ducati is confident in Web3, despite the cold of crypto winter

Ducati has legitimate reasons to investigate Web3 tech as a marketing tool. Building a community of Ducati enthusiasts, or “Ducatisti,” has been a core element of the brand’s marketing for decades.

Research Briefing: Brands seem unsure about TikTok’s marketing potential, but TikTok Shop pitch may cause them to spend

In this edition of the weekly Digiday+ Research Briefing, we share focal points from Digiday’s recently released reports on agency and brand confidence in TikTok, and on how publishers are making Instagram work for them.

Illustration of man playing games on a computer.

Inside Fandom’s mission to boost brand awareness among Gen Z gamers — with a little help from Instagram

While this is the first gaming related livestream Fandom has done with Instagram, it’s part of a bigger push to celebrate and embrace the vast gaming community among the Gen Z demographic thriving on Instagram’s platform.