Awards season is in full swing, and brand managers can’t resist the allure of a possible real-time marketing smash
Roughly 25.3 million people
watched the 58th Annual Grammy Awards, and Twitter users worldwide sent more than 20.9 million tweets during the event. Billboard reported that 2016’s ratings almost equaled
last years and the event is the second-highest rated award show—right behind the Academy Awards.
On Monday night, millions gathered to watch performances by Lady Gaga and Adele—and see Taylor Swift win a Grammy for Best Album of the Year—while social
media managers waited with flexed fingers.
Here’s how marketers took advantage:
Intel’s celebrity partnership
Intel partnered with Lady Gaga for the Grammys, which meant a busy night for the brand’s social media team. They tweeted and retweeted facts, kudos and behind-the-scenes peeks of the artist’s attendance and David Bowie
Coca-Cola, Nasty Gal and more offer congrats
The lack of a celebrity partnership didn’t stop other brand managers from jumping in the Grammys conversation throughout the night. Many tweeted reactions
McDonald’s seeks to win with contest
McDonald’s showed off its all-day breakfast offerings backstage at the ceremony and offered social media followers a chance to win food:
Clothing brands highlight attendees’ style
Social media teams for clothing brands including Burberry, Marc Jacobs and Calvin Klein showed off its wares that clothed attendees:
M&M, Charmin and Delta shamelessly plug products
Other brand managers couldn’t help themselves, tweeting promotional content that had only a loose association with the Grammys:
RELATED: Escalate your social media game at Ragan's Disney best practices summit.
Virgin Australia’s ‘whoops’ equals win after the show
Reaction to brand managers’ tweets were lukewarm during the Grammy Awards, but one brand’s music-related misstep after the ceremony led to virtual
Kanye West, though not in attendance at the ceremony, has been active on Twitter recently. In response to a tweet about his new album, Virgin Australia’s
Twitter account sent the following not-safe-for-work tweet:
Brand managers took down the tweet and apologized, telling its followers the mistake was not made by an employee:
Instead of heavy criticism, many Twitter users agreed with the brand’s sentiment and applauded the edgy message:
What do you think of brand managers’ efforts (or missteps), PR Daily readers?