The Grammys As Seen Through the Eyes of Brand Tweets

The awards season is kicking into high gear with the Grammy Awards. And, of course, that means brands are hunkered down in their social command centers, ready for duty. We decided to skip the telecast of the awards and instead follow the action through brands’ Twitter accounts. Here’s what we learned up until the moment when brands started tweeting about other brands’ tweets. We had to call it a night at that point.

The command centers aren’t a joke. MasterCard reported for duty.

Screen Shot 2014-01-26 at 6.19.23 PM

Sure, Secret is a deodorant brand, but that doesn’t mean it doesn’t have something to say about the red carpet. Uh, yikes.

Screen Shot 2014-01-26 at 6.14.54 PM

Sorta gross. Not surprised it got one favorite. But wait, Secret is really going to keep pushing the armpit meme.

Screen Shot 2014-01-26 at 6.13.37 PM

Wait, what is it with the armpits?

Screen Shot 2014-01-26 at 8.34.54 PM

It is, admittedly, a good time to hawk CDs of country singers. Real-time content + commerce FTW.

Screen Shot 2014-01-26 at 7.10.47 PM

If you’re a laundry detergent, everything is about smells. It’s in the brand playbook.

Screen Shot 2014-01-26 at 8.17.14 PM


Screen Shot 2014-01-26 at 8.19.05 PM

Oh dear. Oreo’s not impressed, Gain.

Screen Shot 2014-01-26 at 8.56.03 PM

And if you’re pizza…

Screen Shot 2014-01-26 at 8.27.20 PM

OK, that was a good one.

Screen Shot 2014-01-26 at 8.39.55 PM

Yes! Unfortunately, Bing only has about 5 percent of searches.


Oh, I see what your real-time SWAT team did there, Olay. Weirdly, it doesn’t have @olay — some guy in Norway does.

Screen Shot 2014-01-26 at 9.32.42 PM

Even the Silicon Valley types are into this real-time marketing thing.

Screen Shot 2014-01-26 at 8.44.17 PM

Bit of a stretch, Applebee’s, bit of a stretch.

Screen Shot 2014-01-26 at 7.42.15 PM

Never miss an opportunity to tie something into buffalo wings.

Screen Shot 2014-01-26 at 7.54.43 PM

And let’s not forget dessert.

Screen Shot 2014-01-26 at 8.10.01 PM

And since Pharrell’s hat is trending, why not talk up pancakes.

Screen Shot 2014-01-26 at 8.12.40 PM

It’s not even 10pm?

Screen Shot 2014-01-26 at 9.58.03 PM

Wait a second, where is @Oreo? It decided to sit it out and set up an auto-responder. Craft, or spammy. Maybe both!

Screen Shot 2014-01-26 at 9.38.15 PM

And the best brand tweet not from a brand goes to Complex. This was your moment, Arby’s!

Screen Shot 2014-01-26 at 9.00.20 PM

Sheesh, what took you so long, Arby’s?

Screen Shot 2014-01-26 at 8.36.58 PM


It had to end here. Brands are doing real-time marketing of other brands’ real-time marketing.

Screen Shot 2014-01-26 at 9.56.16 PM

OK, Pepsi that does it. Put a fork in us; we’re done.  

Screen Shot 2014-01-26 at 9.55.09 PM

More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.