Hey, real-time marketing was fun while it lasted, wasn't it? One day you're The Next Big Thing; the next day you're marched off to the sales & marketing history museum with Burma-Shave signs and the Fuller Brush man.
Yeah, okay, it's ideal to create original content rather than using pre-planned material, and yes, you've got to do more than just promote your brand with your content. (You're not fooling fans with marketing repackaged to shoehorn in event-related references.)
But there were bright spots for sure. JC Penney showed how to bring relevance first, brand second. Kellogg's Special K managed to work in a reference to the "Jaws" theme music that played off long-winded winners during the show into its series of images. And Chobani hit a home run with a Tweet that rang true to a lot of marketers and brand teams working that night.
Missed last week's take on the hacking spree? Check it out here.