With every widely televised event like the Super Bowl comes a barrage of live tweets taking over your feed. We’re all watching the same thing, yet we feel the need to tell each other about it, too.
But that’s exactly the fun of it – live-tweeting a TV show or award show or sporting event lets you share an experience with people around the country (or world), and it can be pretty enjoyable to read everyone’s opinions and witty remarks.
That is, until The Brands come in. People on social media know when they’re being sold to and we finicky millennials don’t like it, so what marketers have to do is be creative when jumping in to popular conversations. Be part of the conversation, if you insist, rather than trying to dominate it. And don’t be all bold about it, OKAY? But there is a fine line between creativity and simply trying too hard.
.@katyperry Cause I’m a container and you’re gonna hear me store-or-or-or-or-or! #halftime #superbowl
— The Container Store (@ContainerStore) February 2, 2015
Maybe I’m a bit sensitive to this. As part of the marketing world, I understand the hard work behind a good promotion, and it’s not easy to come up with awesome ideas on the spot. Which is why it’s okay not to live-tweet if you don’t have anything good to add (and especially if your brand’s chosen hashtag is #containyourself).
Power out? No problem. pic.twitter.com/dnQ7pOgC — Oreo Cookie (@Oreo) February 4, 2013
The reigning social media moment of live-televised events is Oreo’s award-winning reaction to the Super Bowl power outage in 2013. No brand since has done anything quite as impressive, and it’s become something all brands aspire to. Aspire, as you will, but if it’s not working………STOP.
unnecessary roughness should be met with necessary hugness imo 🙂 — Denny’s (@DennysDiner) February 2, 2015
Last night was full of brands Trying Too Hard when it came to having Oreo-like reflexes. Denny’s, known for its goofy text speak, emoji-filled nonsense tweets and egg puns, went full preteen-on-Tumblr, but also laughed at itself by acknowledging The Brands, a meta moment that made me feel uneasy (not overeasy, #eggpuns).
There even if the catch isn’t intended for you. #SB49 pic.twitter.com/KYyWMHQPEl — Tide (@tide) February 2, 2015
You’re gonna hear me #Halftime #SB49 pic.twitter.com/szL07fzTO6 — Tide (@tide) February 2, 2015
Tide posted several Super Bowl-themed ads before the game that made sense (were topical, even!), but then just kept going… and going. Sometimes it’s okay to quit while you’re ahead.
WIDE OPEN. Touchdown #Seahawks! #GoGary #SB49 pic.twitter.com/PdOFVqm0FW — Papa John’s Pizza (@PapaJohns) February 2, 2015
May your apps never be as incomplete as that pass. pic.twitter.com/4OaEklzlkg — TGI Fridays (@TGIFridays) February 2, 2015
After that play, emotions and corn dogs are running hot in New England. #SB49 pic.twitter.com/5eo9WRvMBE
— Weight Watchers (@WeightWatchers) February 2, 2015
Photos help raise engagement level significantly so that’s the only reason I can assume these forced reactions happened. But the one tweet I absolutely loved came from Monster after the game.
Congratulations Seattle from http://t.co/sPr4G1gHup! #biggame pic.twitter.com/eAa59yw1om — Monster (@Monster) February 2, 2015
Take a look at the small print. At first, as many did, I thought, “Wow, how embarrassing.” Upon closer inspection – genius! A funny, attention-grabbing way to jump into the conversation without being overtly promotional… and let’s be honest, there were probably a few social media mishaps last night that would make this ad relevant for some today.
Monster didn’t tweet all night either, trying one bad joke after another until something finally stuck. This was its only Super Bowl post and they knocked it out of the park (or scored a touchdown, I suppose?).
The Super Bowl and other televised events have become overrun by brands competing for our attention trying to be the wittiest or most relatable, when maybe this just wasn’t the event for them to participate. Success in this realm is staying within your brand’s voice and entering conversations only when your message feels natural. And natural doesn’t just mean tweeting about the game like everyone else is tweeting about the game.
Not sure how to make that work? That’s what Metter Media is here for 🙂
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
