The real-time marketing world keeps spinning. On the heels of the Super Bowl, the 2013 Grammy Awards this Sunday were another major advertising and social media event.
Aside from the TV spots and dumb tweets asking who your favorite artist is, some brands made some fun and useful content that moved at Twitter speed. Here are four examples.
Oreo: Yes, Oreo pulled off the quick, real-time response to the Super Bowl blackout, and now the brand also did a special tweet with an image of an Oreo in “formal attire” for the Grammys. It’s cute, yes, but eventually Oreo will have to get a bit more creative than just posting pictures of Oreos. They definitely get credit this time for referencing Justin Timberlake’s Grammy-winning song “SexyBack.”
Time to get your dunk on. #Grammys twitter.com/Oreo/status/30…
— Oreo Cookie (@Oreo) February 11, 2013
Mastercard: Mastercard, one of the main sponsors of the Grammys, with the help of R/GA, used people’s tweets about the Grammys to help make a series of live
“#PerformanceBuzz” infographics. Talk about real time. Throughout the Grammys broadcast, the brand made and tweeted infographics like this one below, which was in response to Taylor Swift’s opening performance.
“Amazing” performance by @taylorswift13 at the #GRAMMYs. Here’s the #PerformanceBuzz twitter.com/priceless/stat…
— Priceless (@priceless) February 11, 2013
AARP: The AARP was one of the major advertisers for the Grammys with their new “Real Possibilities” campaign, but aside from their TV spots, the brand tweeted an article from its blog that gives a recap of the Grammys but with a focus on award categories and artists that would appeal to AARP’s audience. This is a nice way of making content about current events relevant to their over-50 audience.
A #Grammys for everybody, from 15 to 50: bit.ly/VOG9j6 #RealPossibilities
— AARP (@AARP) February 11, 2013
Spotify: As a music-related brand, it would be pretty surprisnig if Spotify didn’t do anything for the Grammys, so of course they did. The music-streaming service created a Grammy winner playlist for Spotify users to listen to all of this year’s hits in once place.
What a night! Check out our @thegrammys playlist of the winners ♫ bit.ly/GrammyWins♫ #GRAMMYs
— Spotify (@Spotify) February 11, 2013
Image via Shutterstock
-
Two years in, Bose’s first CMO outlines his plan for the brand
It took a minute, but Bose is enjoying the benefits of having a CMO for the first time.
-
As America returns to the office, Xerox returns to advertising
As the next generation enters the workforce, Xerox tailors its ad strategy to them.
-
Marketing Briefing: As Pride approaches, marketers should be ‘truly invested’ as marketing backlash continues
Marketers and agency execs say that this current moment will likely make clear the brands that are truly committed to supporting the LGBTQIA+ community and those that had simply made Pride an annual marketing moment.
-
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
-
Why Airbnb’s global head of marketing says in-housing agency critique is a fallacy
As the in-housing agency trend continues, Digiday talks to Airbnb about its strategy.
-
Gaming industry execs chime in on changing consumer habits and the the rise of AI in Q1 2023
The gaming industry's ascendance was checked in the first quarter of 2023, as brands and consumers decreased their spending in the sector in anticipation of a mounting recession.
