In light of the most important baby birth of ever, clever social media marketing geniuses decided to put out some real time news related ads in the form of "clever" royal baby related twitter campaigns. Charmin made a throne/toilet joke, Play-Doh crafted that picture above out of its product, and hostess put together some weird image of a Twinkie wrapped up like a baby bundle. Trusty ole Buzzfeed has a whole list of campaigns just like these — all of them timely, all of them tired.
Even Oreo, which popularized timely Twitter ads with its famous Super Bowl blackout spot, has put a royal baby related ad that nobody likes. Just moments after the announcement the official account tweeted:
Prepare the royal bottle service! pic.twitter.com/Nlks2kT7Sw— Oreo Cookie (@Oreo) July 22, 2013
Cue the outrage: Valleywag's Sam Biddle equated it to the type of terrible marketing tweets that we've seen during natural disasters and tragedies. (It's nowhere near as bad as that.) Buzzfeed's Matt Lynley called it "the worst thing ever put on the web." (That's a little harsh.) But, Mashable's Lauren Indivik nailed the exact problem with these efforts:
When Oreo did it the first time around, they deftly reacted to an unforeseen news event: The Super Bowl blackout. Within moments of the lights going out in the Superdome, the Oreo ad team put out a tweet that showed a cookie on a black-ish background with the line "You can still dunk in the dark." It was retweeted by thousands and lavished with praise througout the industry. Ad Age marveled at how the tweet was produced in minutes by its agency's "social-media war room" consisting of "two brand team members from Oreo, and nearly a dozen creatives, strategists, community managers and social-media listeners." The Wall Street Journal's Speakeasy blog gushed "How Oreo Culture-Jacked the Super Bowl." It was a creative feat.
Today's situation took less ingenuity. The royal baby birth is not a surprise event. Today's event was inevitable — babies have to come out — giving all these brilliant social media marketers months to put together their best ideas for culture-jacking tweets. As evidence of the unoriginality of the concept, we've counted at least 12 companies that decided to try real-time Twitter advertising the moment the new prince popped out.
On the Internet, originality counts, memes retire fast. With each iteration the bar for execution get higher. These failed to deliver.