Real time marketing examples

Real time marketing examples

To continue with the fun examples from class, I wanted to talk about real time marketing. Real-time marketing occurs when brands react quickly to local, national or global events happening online or offline. It is basically the art of getting your brand involved with the latest news story. It works even better on social media because you can get your message out there much quicker than any other medium.

Several great examples are:

• Arby's at the Grammys with the following twee:

Hey @Pharrell, can we have our hat back? #GRAMMYs

Pharrell Williams was wearing a hat during the Grammys that looked similar to Arby’s logo. This tweet received 75,000 retweets and more than 40,000 favorites by the following morning. Moreover, it received kudos from other brands like Pepsi and Hyundai.

• KitKat after the news that the iPhone 6 plus could bend, the brand tweeted the following:

We don’t bend, we #break

This real time marketing was retweeted over twenty-five thousand times

• Jeremy Clarkson was reported to have punched a producer. Snickers quickly capitalized the event with their ‘You’re not you when you’re hungry’ tagline an tweeted the following:

@JeremyClarkson you may want to have some of these on set next time you are #hungry…

It has received 4,974 retweets and 3,748 likes.

To get real-time social media right, you need an active follower base that regularly engages with your brand on social media. When done correctly, interactions of this type increase engagement, boost earned media, and help humanize large brands. "Nearly half (49%) of marketers believe real-time marketing needs to happen within minutes, and a quarter (26%) say seconds. Still, 46% of real-time marketers require 30 or more minutes to respond to breaking news and events on social media."

Sources: socialmediaweek.org, marketingland.com, twitter.com, Michael Brito LinkedIn, adage.com