The awards season kicked off with the standard mishaps: bleeped expletives, E! listing Michael J. Fox’s Parkinson’s diagnosis as a “fun fact,” Matthew McConaughey acting like Matthew McConaughey. And, of course, there were the brands elbowing their way into the party. To our surprise, some returned standout performances. Here are a few of note.
L’Oreal offered classy Golden Globes inspired styling tutorials during the awards show, and included some handy GIFs to illustrate the steps to create the look. Who doesn’t enjoy an instructional GIF? We definitely looked great rocking these glam locks in our TV-watching house-muumuu last night.
Ad position: web_incontent_pos1
Citi Bike gave a shoutout to its famous customer Mr. DiCaprio who has been snapped by the paparazzi on multiple occasions riding around the city on one of their cycles. Nice effort, although why not attach a pic of Leo on the bike with his e-cig?
Ad position: web_incontent_pos2
Domino’s had plenty of cheesy Golden Globes tweets — including fairly desperate RT requests — but this tweet referencing Barkhad Abdi who played a Somali pirate in “Captain Phillips” at least had some charm to it.
Ok, it wasn’t all good. Thanks, CVS.
And the award for best tweets of the night goes to Denny’s, which was savvy enough to zip when others zagged. It skipped the Golden Globes in order to unleash a fairly funny commentary tied to the season premier of “Girls,” which was also on last night. Denny’s social media manager totally hit the nail on the head in terms of tone and humor. Bonus points for the reference to Haim — there was clearly a millennial manning the account last night, and in this case that was a good thing.
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu