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.
I wonder if they called it 'neverland' after someone ordered delivery pizza and it never came :( #PeterPanLive— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014
I wonder if the captain has a pizza cutter attachment for his hook #PeterPanLive— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014
Thin crust is just a rising crust that didn't want to grow up HAHAHAHAHA it's funny because it's true #PeterPanLive— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014
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.
Looks like it's time to come up with tweets on the fly HAHAHAHA omg where am I #PeterPanLive— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014
@DiGiornoPizza We were waiting for this!!!! PS: we're patiently waiting for the "booty" and "poop deck" jokes....— Charmin (@Charmin) December 5, 2014
@Charmin patience, my furry friend.— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014
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:
Sprinkling fairy dust all over your timeline! #PeterPanLive ✨ ✨ ✨ ✨ ✨ ✨ ✨ ✨ ✨— NBC (@nbc) December 5, 2014
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.