This post by Copyranter sums up what I feel about a lot of the digital social location-based engagement real-time bullshit out there:
The men and women who make up the “digital creative class” are a disgrace to their forebears. The industry, as it stands right now, has the imagination of a sheet of drywall. They have managed to create an atmosphere where even the laziest, most lackluster ads are praised among their coworkers and celebrated as “brilliant” by the internet’s media-blogging lemmings. The quality of work has plummeted to such a low point in the digital advertising and marketing industry that I feel like a fucking Creative God, when in reality I am just an above-average copywriter.
As a tweet, this one (Oreo Superbowl 2013) wasn’t half bad (although if 360i had tweeted it during a blackout at, say, an NBA championship game, it would have been better). The problem I had with it was the amount of fevered praise it received from all corners of the internet. Everyone employed in the social media world leaped without thinking onto the Oreo garbage barge that night, lauding, gushing over, and ejaculating on the tweet like it was the second coming of “Lemon.”
Was there an “Oreo Moment” at this year’s Super Bowl? Well, JC Penney was the clear “earned impressions” winner. But their Twitter attention grab was so juvenile and asinine it made Oreo’s look brilliant.
I have to agree that JC Penney’s stunt was just awkward and shlocky.
JC Penney’s Twitter maven had the internet abuzz during the Super Bowl with his/her typo-filled tweets. What the fuck on God’s good Earth was going on?
He/she was wearing mittens!
And BOOM, there it was: Adland’s Oreo moment.
I would wager that a few social media dipshits have since dug out their mittens (or bought a pair) and stared at their screens, racking their impressions-driven brains trying to think of a similar stunt.
See some more awful examples here.