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.

Kudos for the real-time with wit.

Oreo. A-plus for Photoshopping. 

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 might have suggested a play on the word “Apple,” but maybe that’s asking for too much.)

HTC attempts to throw some shade …

… but it just comes off as desperate.

Windows Phone uses this opportunity to tweet that ad you’ve already seen a billion times.

Then there was this attempt from the usually funny Hamburger Helper account.

Kate Spade reaches for a Fashion Week tie in …

… but just comes off as Fashion Weak

The Ugly

Blackberry should given an award for what is undoubtedly the saddest tweet ever written.

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