The media has rendered its verdict: Despite receiving the message that it’s all about Oreo-style “real time marketing“, brands promoting themselves during last night’s Academy Awards (or “The Super Bowl for women” if you’re a sexist) did not measure up to their Game Day peers, despite paying premium prices for 30-second ad spots. They didn’t quite rock social media either.

The problem? On Twitter, at least, the content felt more than a little forced. We get it: spontaneous humor and topical commentary is hard; you really can’t fake it. Some examples:

We’re just saying: if we were nominated & had to remember a speech, we would probably write it on a #GalaxyNoteII. #GalaxyAtWork

— Samsung Mobile US (@SamsungMobileUS) February 24, 2013

Samsung tried hard to be on top of things but mostly came up empty-handed.

Congratulations to Christoph Waltz. #oscars twitter.com/StellaArtois/s… — Stella Artois (@StellaArtois) February 25, 2013

Not quite relevant to the brand, is it? Read more