Oscars night, 2019. One of the biggest nights for social media buzz… and a perfect time for brands to get in on the action.

With Green Book scooping up and Lady Gaga’s iconic performance, the internet was awash with #Oscars memes, videos and reaction.

It was also a great opportunity for brands to align with the winners, British Airways quickly linked Olivia Colman’s win to her involvement in the #BA100 campaign, while Tudor Watches celebrated Gaga’s win alongside their tagline, Dare To Dream. Fitting really.

Well, not for Papa Johns. It started, and ended, with one Tweet…

The #BreadCarpet? What aligns this pizza brand with The Oscars? Well, nothing at all and that’s the issue.

“Will anyone who doesn’t work directly for the brand or brand’s agency give a single f*** about this promotion?” said one user as the lacklustre campaign gained notice.

So far, not ONE user has shared a Tweet using the hashtag, with replies on their tone-death content pretty bleak, mostly slating the quality of their product.

What went wrong? Well, firstly… the pizza brand isn’t an easy link to a glossy, high end, wealthy award show. Papa Johns are known for their takeaway offerings, and lets be honest… it isn’t a knife and fork affair.

The brand itself has faced criticism since it’s founder stepped down after it was revealed he made racist comments during a conference call, not the best start for an award show already trying to change its image.

There’s also no easy way to understand why you’d engage with their hashtag, WHY would a user step away from the top trending topics including #Oscars and #Oscars2019 and instead using a brands pretty pushy way to talk about their breadsticks…

It’s odd, off putting and shows a real lack of context from their planning team.

The Oscars are about joining a conversation… not throwing something out there with the hope others will jump on your train.

Whenever a brand is trying to join a global conversation it’s important to think about context, why you’d want to engage with the content, and how you’ll react to a brand entering a ‘user to user’ organic conversation. Not every topic needs to be hijacked – and it’s key to pick your moments.

A high end watch brand or British Airways has a the stature to lead an announcement, or add celebration to the moment – but probably not a pizza chain… Sorry Papa Johns!

Did you spot any other badly branded tweets from Oscars night? Let me know in the comments below…