One of the hot marketing concepts these days is “real-time marketing.” Last Super Bowl, it was all about Oreo and last week the focus was on Ellen’s “tweet heard around the world.” But what does this mean for marketers?
Last Sunday, as I sat in my apartment watching the Oscars while nursing a cold, I was extremely grateful for Facebook.
Those of you who know me well know that the Oscars are one of my favorite events of the year.
I have been watching religiously since I was a little girl.
I always make sure to see all the nominated films.
And I can even claim to have seen every Acadamy Award-winning Best Picture ever made.
So, when I realized that I wasn’t going to be able to go out and do something fun this year, I was extremely disappointed.
But Facebook came to the rescue!
And it seems that I wasn’t alone.
According to this article, 97% of women who were watching the Oscars did so while using social media!
This means that lots of people were watching this event while it was being broadcast.
And as I am sure you know, this is also the case for the Super Bowl, the Emmy’s, The Grammy’s and a number of other big televised “events.”
And for marketers, this means a captive, engaged audience.
As I mentioned above, Oreo capitalized on this audience during last year’s Super Bowl with their “dunking in the dark” tweet.
And last week was all about Ellen DeGeneres “breaking” Twitter when her star-studded selfie was retweeted more times than any other selfie in Twitter’s history, giving Samsung tons of added exposure.
So, what does this mean for marketers?
I think it means that we should be aware that live events do present a captive audience.
HOWEVER, the content that we create and put out there MUST be relevant and it can’t be forced.
Many other brands have tried to capture what Oreo and Samsung/Ellen did in the above examples only to fail miserably.
And the last thing a brand wants is to be ridiculed for a post gone south.
So, how can a brand ensure that they are using real-time marketing wisely? Tell us what you think in the Comments below…