The best and the worst real-time marketing from the Emmys

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.”

Instagram

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. 

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.)

 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. 

Gain

What? Something about smelling great but also wearing couture?

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.

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.

Dove

Make sure you take a shower before settling down to watch the Emmys, says Dove.

https://digiday.com/?p=85716

More in Marketing

Digiday+ Research: Publishers anticipate having more time with third-party cookies than marketers

The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday+ Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’.

The Guardian moves closer to being a reader-supported business as it launches new cooking app

The app is being used to provide a compelling offering which encourages readers to support the Guardian more financially, while also reaching new audiences.

Manchester City uses Fortnite to expand its global audience

As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.