Different brands used yesterday’s Apple product launch in different ways: Samsung ran sponsored tweets to try and draw attention away from its competitor while Snapchat took the opportunity to ensure that a very unflattering press release received as little attention as possible.
Quite a few brands, however, saw it as an opportunity for some not-quite-real-time marketing to try and break through the 2.4 million tweets about the event.
They entered the social conversation with varying degrees of success (in no particular order).
First comes the undisputed winner, which co-opted Apple’s scheduling visual.
— Denny’s (@DennysDiner) September 9, 2014
The shoes-n-stuff retailer got in on the story with this parody clip, originally shared on Twitter and Facebook:
3. The Ellen Show
Ellen’s social media manager restated what we’re all thinking: why do we need smartwatches, again?
So excited for the Apple Watch. For centuries, we’ve checked the time by looking at our phones. Having it on your wrist? Genius. #AppleLive
— Ellen DeGeneres (@TheEllenShow) September 9, 2014
Without a catchy angle, though, even Apple’s partners failed to get attention.
— McDonald’s (@McDonaldsCorp) September 9, 2014
Some brands were a bit more indirect. Ford didn’t even use the approved hashtag!
— Ford Motor Company (@Ford) September 9, 2014
Other brands scored some slick visual puns, reinforcing the fact that real-time marketing actually requires a good bit of prep work.
Giving you more options in wristwear… Introducing the iGuac, the future of wearable fresh. pic.twitter.com/3knZSGvu2t
— Chili’s Grill & Bar (@Chilis) September 9, 2014
7. Dairy Queen
Here’s one that somehow seems both prepared and spur-of-the-moment. We like.
— Dairy Queen (@DairyQueen) September 9, 2014
Others ran with the basic tie-real-apple-to-product theme.
We didn’t reinvent the Apple, just the way we bite into it. pic.twitter.com/efIXMQTRjv
— Crest (@Crest) September 9, 2014
Here’s another one.
— Glad (@getglad) September 9, 2014
Ellen and Denny’s were the only clear breakouts, though we did love the Chili’s image. Even the perennial winner was a little less clever than usual:
Just like a twist – it’s all in the wrist. pic.twitter.com/UDzFDAb78G
— Oreo Cookie (@Oreo) September 9, 2014
Nice copy, though.