Since the early days of social media, brands have sought ways to connect their products and messages with the real-time interests of their audiences through “newsroom marketing.” These attempts to create timely, but tasteful brand content linked to cultural events have landed many brands in the spotlight. While some have clearly missed the mark, others have proven how powerful real-time responses can be.
When the lights went out during Super Bowl XLVIII, Twitter feeds were suddenly overloaded with bad jokes and misdirected rage from football fans across the U.S. Brand teams, however, strategically sprang into action. Oreo’s now-famous tweet perfectly placed the brand in the moment: “Power’s out? No problem. You can still dunk in the dark.” Other brands – including Audi, Tide, NBC, and VW – capitalized on the chance to connect themselves with an audience now craving both an explanation and Oreos, for some reason.
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
Since Oreo sparked the surging interest in “real-time marketing” at the Super Bowl, we’ve learned a lot. The brand and its agency of record, 360i, collaborated to craft that tweet in just a few short minutes. And while some laughed when 13 people were listed in the creative credits for its Bronze Innovative Media CLIO Award, it proved that getting it right takes preparedness, a clear process for assessing and responding to opportunities, and great collaboration on all levels.
Still, no brand has real-time social media marketing completely figured out. This week alone the birth of the Royal Baby stymied some and elevated others. Clearly, real-time social media marketing is not a science, but an art – and one that will continue to change as our channels, technologies, and culture evolve. I’m just hoping I never see a branded twerking video.
Originally posted on the Advertising Week Social Club by yours truly here.