The VMAs Inspired Good and Bad Branded Tweets

But no break-out winner

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:

The Good

People Magazine for this quip about the VMA "dress code:"

Esquire for taking the program to task for a hastily assembled tribute to Robin Williams:

MTV for having levity about the show's main booty, Nicki Minaj:

Cover Girl for leveraging its Katy Perry partnership:


The Bad

Kia Motors lacks inspiration:

A cheesy cross-promotion from State Farm, repurposing its ad campaign with SNL cast member Rob Schneider reprising his role as Richmeister:

Beats, Dr. Dre’s billion-dollar headphone company, for awkwardly connecting the VMAs female-dominated presentation with a video promo: