Pizza, Toilet Paper, Even Wine Brands Live-Tweet 'Peter Pan Live'

Real-Time-Marketing Goes To Neverland

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'Peter Pan Live' on NBC Thursday night, part of the network's effort to build a new live tradition.
'Peter Pan Live' on NBC Thursday night, part of the network's effort to build a new live tradition.

Walmart may have been the presenting sponsor of NBC's "Peter Pan Live," but that didn't stop other brands from trying to cash in on the the network's much-publicized TV event, including Charmin, DiGiorno Pizza and Ritz.

As has become the norm in live TV events now, brands jumped on the hashtag, in this case #PeterPanLive, with sometimes-funny tweets and other times unrelated posts.

DiGiorno, which garnered some attention last year for live tweeting along with "Sound of Music Live," was watching along again on Thursday night night.

Other brands like Charmin and Ritz created memes that interjected their brands into the plot of the musical.

At one point, toilet-paper maker Charmin and DiGiorno were even speaking to each other about the event.

One of the more surprising participants of the night was Sutter Home Wines.

Of course Walmart complemented its on-air buy, including five commercials starring Melissa Joan Hart and her family but incorporating the plot of "Peter Pan," with its own social push.

NBC, too, naturally tweeted often throughout the broadcast, including this post:

Actual viewer ratings for "Peter Pan Live" did not live up to last year's live musical on NBC, "The Sound of Music Live, which attracted an average of 18.5 million. "Peter Pan" averaged 9.1 million on Thursday.

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