Real-Time Marketing II

By Alvaro Tassano, Sales Analyst at InterConnecta

A year after the Oreo’s timeless tweet

Hard to believe it’s been a year already since Oreo’s Tweet ¨Heard around the World¨ and its subsequent kick-start toward Real-Time Marketing (RTM) around the industry.

Last Sunday was the Super Bowl, and once again the entertaining ads and halftime theatrics took higher precedence over the real outcome of the game.

I thought I’d be the perfect opportunity to analyze what brands did this time around to make their mark and take advantage of the big game.

But first, make sure you’re caught up with my previous two blogs about this topic:

Real Time Marketing

Some Key Observations to Help your Real Time Marketing Strategy

This year, the cat was out of the bag and companies were ready and hopeful to make the next real-time hit.

However there was no pivotal instance during the game for brands to take advantage. What we mostly saw were brands laboring to come up with a witty memorable remarks. Maybe, this is due to the fact they seemed too busy bickering with each other.

It was perhaps best to stay out of the conversation all together, and once again Oreo showed everyone why it was doing this long before it became cool: “Hey guys … enjoy the game tonight. We’re going dark. #OreoOut.”

Some of the best were: DiGiorno Pizza’s whose sharp comment in all-caps read: “YO, THIS GAME IS LIKE A DIGIORNOPIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES.” My personal favorite of that night however was from Hillary Clinton, with more than 57,000 retweets as of Tuesday night:

“It’s so much more fun to watch FOX when it’s someone else being blitzed & sacked! #SuperBowl” — Hillary Clinton (@HillaryClinton)

However, because marketing is so much more than a single action, the best overall campaign and this year’s winner of the #BrandBowl has to be Newcastle Brown Ale.

On my second blog I mentioned how most RTM initiatives can be described as; reactive, proactive, planned and unplanned actions. But Newcastle showed me that a balance between these actions can be achieved. I won’t go into too many details of the campaign, but in essence what they did was use the hype and traffic generated from the Super Bowl, while benefiting their brand, without breaking the bank to buy a TV Ad.

For a breakdown on the actual campaign, as well as other memorable RTM actions, check out Carrie Kerpen’s great blog:

The Super Bowl proved to me that waiting on these big events (planned or unplanned) to create something worth mentioning is not the way to go, not any more.

There are hundreds of brands trying to do the same thing now, at the same time you are.

The key then becomes being active in creating your own opportunities to be able to make something memorable in Real-Time.

Newcastle began its campaign weeks before the game and during, all it had to do was comment on what the rest of the brands were doing, thus remaining relevant no matter what the conversation was; brilliant, ingenious and efficient.

Will brands continue to sit and wait for their own “Dunk in the Dark” or will they be more proactive in creating their own opportunities to engage in real-time? Let’s see what the rest of 2014 has in store.


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