Twitter was made for live television. For everyone who thinks the platform is dying, try to resist laughing at Anna Kendrick’s commentary on Sunday during the Oscars. Try to hold back from sharing that funny meme your best friend’s brother’s girlfriend posted. Remember Ellen’s selfie in 2014? I know you retweeted it. Three million people did. It crashed Twitter.
Two of the most popular events on television, the Super Bowl and the Oscars, take place just weeks apart. Brands pay millions of dollars to get a few seconds of airtime on your television, but are people even watching? Most of us are glued to our phones instead.
As a brand, there is a mass digital audience at your fingertips — literally. It is something to always keep in mind.
But the three key words there are: keep in mind. Be mindful of your message. You can’t force your brand into a conversation. We all know the ones who have done it best got pretty lucky. I mean, c’mon: Who knew Pharrell was going to wear a hat that looked exactly like the Arby’s logo?
So please, while you are sitting on your couch next Sunday with your list of possible things that could happen — what Chris Rock will say about #OscarsSoWhite, if J-Law and Aziz Ansari will finally confess their love — ask yourself these questions before posting:
1. Do I Know What I’m Talking About?
Don’t be DiGiorno. Last year, the brand tweeted a joke about pizza ovens during a tribute to a movie about Nazis. Do your research before hitting send. Just because Spotlight is trending doesn’t mean you need to tweet about it. SPOILER: The movie isn’t about an aspiring musician who makes it big and is forever changed by standing beneath one big bright light.
2. Am I Making The Show More Watchable?
Let’s face it: Award shows have horrible dialogue. You’d expect a show that honors actors to have a better script, but it doesn’t. If you’re saying something less entertaining than the show itself, don’t tweet it.
3. Do I Have the Resources to Make Something Great Happen?
Oreo did not predict a blackout during Super Bowl XLVII, but its mission control team of creatives, strategists and the client itself worked smart and fast to get the well-known tweet out during the game’s 34-minute hiatus. Dozens of people were involved in the tweet’s quick creation, and it’s now considered one of the best ads of Super Bowl XLVII.