When Germany obliterated Brazil at the World Cup this week, companies were quick to join the conversation. “Somebody give #BRA some wings!” wrote Red Bull. DiGiorno Pizza tweeted,“#ThingMoreLikelyThanBrazilWinningTheWorldCup CM Punk coming back #RAW.”
Clearly, companies haven’t given up on real-time marketing. This despite the fact that there are very few examples of successful real-time marketing so far, with Oreo’s Super Bowl tweet being an obvious example.
Despite its popularity, real-time marketing is failing, and the Brazil-Germany match is the latest proof of this. During the game, most brands trolled Brazil for its stunning collapse. But while some of the tweets were funny (admittedly, I liked this one from Pornhub: “Please stop uploading the game highlights to Pornhub…Our public humiliation category is full.”)—most of the brand tweets fell short. Audi and Volkswagen USA both tried pimping their products out, but the tweets were not particularly clever or original. Tesco resorted to a German-related pun, writing, “Well, this is wurst case scenario for Brazil.” Even Visa’s tweet felt forced.
— Visa (@Visa) July 8, 2014