However, for the most part, this was not a marketing opportunity in which cooler heads prevailed, whether it was the unfortunate racist tweets that followed Wieden + Kennedy’s lovely, multilingual rendition of “America the Beautiful” on behalf of Coke or JC Penney, which… oh God, where do I start?
Well, here goes. So, about halfway through the game, @adage wondered if @JCPenney had been hacked, or whether the person man- or woman-ing the account was drunk. How else to interpret tweets such as the following:
"Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???"
Or the epic:
“Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0”
It was only after @kia asked @jcpenney if it wanted a designated driver that the account came clean. The tweeter was wearing mittens, apparently to promote some Olympic mittens… hahaha!
No! Stop! STOP RIGHT THIS MINUTE!
To which I can only respond that you’re also not you when you work too hard to concoct crazy Twitter schemes that are misinterpreted for the most obvious of reasons.
A little context here: it was less than 24 hours before that I had come back from MediaPost’s Social Media Insider Summit, and though – per usual – the speakers were full of earned and owned wisdom, this one contained a unifying insight: that the best social marketing anticipates what’s to come, instead of – Snickers and Kia tweets aside -- just randomly looking for a reason to enter a conversation. Matt Wurst, vp/social at Oreo agency 360i – better known as Patient Zero of real-time marketing – said the agency never uses the term. To them, RTM stands for right-time marketing.
Methinks @JCPenney could have anticipated that its tweets would be misconstrued as drunk tweets -- no? On one of the biggest excuses to drink beer of the year?
But let’s move on from JCPenney, to another pet peeve of the night: brands tweeting to other brands. Tide did it, Kia did it, Snickers did it, and even if some of them were funny, the marketing world would be a better place if it weren’t so concerned with tweeting to itself. Seriously, are we playing some game of intramural tweeting here? Leave it for your next big marketing conference.
I suppose you can make a business case for the amplification a brand can get from tweeting to other accounts with huge amounts of followers, but, in the name of the restraint that Oreo showed last night, let’s take a step back.
Pretend, for a millisecond, that you have nothing to do with the advertising business, and don’t know anyone who is in it either. Now, ask yourself if you would get a chuckle out of two big corporations tweeting at each other.
I thought so.