Real-time marketing (RTM) isn’t something you plug into a marketing strategy with an execution or campaign date. Thanks to the popularity of social media sites such as Twitter, Instagram, and Facebook, brands have found clever ways to engage and reach target audiences–and react almost instantaneously to events and news. When real-time marketing is done properly, the nimble response is classy, humorous, and witty. The message is accepted positively, elevating brand awareness through buzz that comes from social sharing and consumers actively talking about the product.
Here are four great examples of brands using real-time marketing to help you become a better marketer using social media technology:
When the lights went out in the New Orleans Super Dome during Super Bowl XLVII in 2013, Oreo’s social media team quickly tweeted “Power out? No problem” accompanied by an image featuring an Oreo, followed by “You can still dunk in the dark.” It was genius!
When singer Pharell Williams showed up to the 2014 Grammys wearing a hat that resembled the Arby’s logo, the restaurant chain playfully tweeted “Hey @Pharell, can we have our hat back? #GRAMMYs.” Anyone on Twitter, especially those following the Grammys hashtag, likely saw that tweet in their feed. It was retweeted over 81,000 times! Several months later, Pharell auctioned the hat on eBay to raise funds for a charity helping at-risk kids. Guess, who bought the replica Arby’s hat for over $41k? Yup, Arby’s.
Sometimes folks just want to pick on the little car. In 2012, a snarky Tweet aimed at Smart Car made fun of its size–and ability to survive a bird poop. Smart Car responded with a hilarious infographic that cleverly ended the conversation.
NASA brilliantly inserted itself into conversations around the 2014 Oscars. As Gravity, a space thriller, racked up 7 Oscars, NASA spent the evening using #Oscars2014 and its own #RealGravity to communicate on its social media channels. The beautiful image accompanying the tweet above is an example of a brand using the right opportunity to engage with an audience in an authentic way. Clearly, NASA also won on Oscar night.
Do you have any great examples of real-time marketing? Please leave a comment.