Unless you’ve been living under a social media rock, you may have heard about Oreo’s brand domination during the Super Bowl. The simple yet powerful tweet, posted while viewers suffered through a 30-minute blackout during the megaevent, introduced the world to the strategy of Real-Time Marketing. By having brand & agency teams on call during popular events, companies may capitalize on these unplanned moments to drive Awareness and Engagement. Since then, Brands have flocked to this method to help capitalize on the technique to connect in the same way Oreo has.
Is this a good thing? Well, as someone who has encountered the dreaded phrase “client approvals,” this is something that can help ease those troubles. Often, brands are nervous to post anything without escalating it through the proper channels (e.g. legal department), and items such as Facebook posts can take days or even weeks(!) to approve. Since social media by nature deals in the present tense, the opportunity can often pass before the idea makes it out of the gate. However, by having a concrete example of how effective Real-Time Marketing (RTM) can be, agencies now arm themselves to work with brands, cut through the red tape, and effectively capitalize on these opportunities. Meanwhile, for brands, they see a piece of content that dominated the conversation without the $4 million price tag for TV advertising placement. Talk about a convincing argument!
During the Academy Awards this past Sunday, the champions were at it again with a string of timely tweets that featured relatable content. Although these pieces appear pre-planned, they spoke to an immediate event and have extended the life of last year’s Daily Twist campaign.
What do you think of this content? Has Oreo become the king of Real-Time Marketing?