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With social media outlets like Instagram, Facebook, and Twitter literally at your fingertips, every marketer’s dream can finally come true. Instead of creating an advertising campaign, getting it approved and published, and then waiting for sales to creep up in response, marketers can now communicate directly with their audience and receive an instant response (whether positive or negative).
Two prime examples of opportunities to get involved in real-time marketing is with the Super Bowl and the Academy Awards. Both boast millions of viewers and commercial spots of a mere 30 seconds cost millions of dollars. Both capture the American attention for a few hours and between the television and social media, brands practically have a captive audience.
Super Bowl XLIX Real-time Marketing
The following are some examples of real-time marketing down well (or not so well).
This year’s Super Bowl was a nail-biter, keeping fans guessing at the outcome until mere seconds before the end. Adweek.com applauded Cheerio’s real-time marketers for this tweet when New England intercepted Russell Wilson’s pass that would have won the game for the Seahawks: “Everyone’s mouth right now:” paired with an enlarged-to-show-texture image of a single Cheerio. The picture says a thousand words (or symbolizes a million mouths, as the case may be).
Another tweet that got some good response was from Denny’s which Adweek said “made light about the multiple-player scrum that took place right before the end of Super Bowl XLIX.” The tweet said: “even if you get EJECTED you will still be ACCEPTED at denny’s diner 2nite.”
Academy Awards Real-time Marketing
There were similar real-time marketing moments at the Academy Awards, such as the moment when Boyhood star Patricia Arquette said in her speech, “It’s our [women’s] time to have wage equality once and for all and equal rights for women in the United States of America.” The U.S. Labor Department immediately followed up on her statement with this timely tweeted statistic: “FACT: Women make 78% of what their male counterparts make.”
Not so impressive was DiGiorno’s awkward attempts to make crust and sauce jokes every few minutes. Perhaps the worst was this tweet: “THE OVENS ARE ALIVE WITH THE SOUND OF PIZZA again” which was posted (and almost immediately deleted) following a movie clip from The Imitation Game. DiGiorno realized, albeit a little late, that there are some jokes people really don’t appreciate.
Marketing News brought to you by ClickToCallMarket.com
Source:
adweek.com/news/technology/which-brands-proved-their-social-skills-twitter-during-last-nights-super-bowl-162709
digiday.com/brands/real-time-marketing-oscars-winners-losers/
Tags: real time marketing, marketing, instagram, facebook, twitter, social media, super bowl, academy awards
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