The Royal Baby's here (it's a boy!) and so are the marketer tweets. While some are from brands that should be weighing in, either because of the services and products they provide or because of who their consumers are, others are either completely out of place, or a matter of an overzealous social media manager just trying to make sure his or her brand say something -- whether it makes sense or not. Proof that "real time marketing" is no longer about getting credit for just showing up.
Below, we pick the best and the worst efforts. Keep in mind, they've had nine months to get this right. Have you seen any more? Tell us in the comments!
Pampers put some money behind a promoted tweet to push a new video, called "Every Baby is a Little Prince or Princess," featuring soft-focus shots of babies of all shapes and sizes.
It's no surprise that Oreo was one of the first ones to get to the party, with the Mondelez brand tweeting out an image of a plush velvet cushion with a baby bottle and a cookie perched on top of it. While we did expect the brand to be a little more creative, considering it had, well, nine months to prepare, it's still one of the more creative and humorous executions around, proving that when it comes to real-time marketing, the cookie still knows its stuff.
Prepare the royal bottle service! pic.twitter.com/Nlks2kT7Sw— Oreo Cookie (@Oreo) July 22, 2013
3. Johnson & Johnsons
BBDO New York created a sweet cover photo for the brand, featuring a baby in a bath, alongside the words, "Congratulations to the royal couple on their brilliant news."
Coke extended its "Share a Coke" campaign to the royal couple by tweeting out a picture of two bottles of the soft drink, with the labels reading "Wills" and "Kate."
Here's a brand with actual British roots putting at least some effort into getting out a well-produced image that at least makes you think of the product they're trying to sell.
Cheers to Will & Kate on their #MiniRoyal bundle of joy! #RoyalBaby pic.twitter.com/xo7nJooXRb— Magnum Ice Cream (@MagnumIceCream) July 22, 2013
A royal poop joke, really?
Delta's official Twitter account declared, "It's a boy!" and announced that the airline couldn't wait to "show you the world," along with a badly Photoshopped picture of a mobile with airplanes.
Apparently people have been "stress eating" yogurt while they were waiting for the Royal Baby. This is one of the marketers that looked too hard to make a connection with what was happening.
Boy oh boy, the wait is over! We can stop the stress-eating now. An empty fridge is truly no way to celebrate. #royalbaby— Chobani (@Chobani) July 22, 2013
The baby's not even 24 hours old, Nintendo.
Peach is flattered that so many of you are talking about the Royal Baby today! pic.twitter.com/zBmFLksyii— Nintendo of America (@NintendoAmerica) July 22, 2013
Here's the definition of wasting your money. Flexible workspace provider Regus tries to get in on the act with this inane tweet. Like Wills and Kate would ever need flexible workspace.
USA (@RegusUSA) July 22, 2013