Last chance to save on Digiday Publishing Summit passes is February 9
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
Here’s what else a $8M, 30-second Super Bowl budget can purchase in 2026
Digiday once again takes a look at what $8 million can afford a buyer elsewhere elsewhere in the media landscape.
ICE has become a national issue for Target
More groups and activists outside of Minnesota have also been calling out Target’s relative silence on ICE activity in its home state.
WTF is Google’s Universal Commerce Protocol?
Google launched its UCP last month — a foundational layer which looks to enable agentic shopping within the tech giant’s ecosystem.