The good and the bad were on full display in last night’s tweets for MTV’s Video Music Awards. Nicki Minaj's wardrobe malfunction and praise for Beyonce as the queen of the show topped Twitter posts, while, according to Britney Spears, Miley Cyrus has been recast as a Mother Theresa-styled celebrity for her work with the homeless.
But what did brands do? Not a ton. For instance, real-time branding stars Oreo and Arby's didn't publish tweets last night, which makes one wonder if the news-jacking tactic is losing steam.
At any rate, here is a brief recap with a few highlights and some lowlights:
People Magazine for this quip about the VMA "dress code:"
— People magazine (@peoplemag) August 25, 2014
Esquire for taking the program to task for a hastily assembled tribute to Robin Williams:
Trying to imagine the jokes Robin Williams would have cracked after watching that tribute. #VMAs
— Esquire Magazine (@Esquiremag) August 25, 2014
MTV for having levity about the show's main booty, Nicki Minaj:
— MTV (@MTV) August 25, 2014
Cover Girl for leveraging its Katy Perry partnership:
— COVERGIRL (@COVERGIRL) August 25, 2014
Kia Motors lacks inspiration:
— Kia Motors America (@Kia) August 25, 2014
A cheesy cross-promotion from State Farm, repurposing its ad campaign with SNL cast member Rob Schneider reprising his role as Richmeister:
— State Farm (@StateFarm) August 25, 2014
Beats, Dr. Dre’s billion-dollar headphone company, for awkwardly connecting the VMAs female-dominated presentation with a video promo:
— Beats By Dre (@beatsbydre) August 25, 2014