Social media has drastically changed the way a brand can communicate with their audience. Serving as a direct line between brand and consumer, it has given space for brands to become creative with the message they choose to deliver. We know of Twitter. We know of Facebook. Even the new application, Vine, has captured our attention. But how can brands use these tools as a way to further their message in creative, innovative ways.
Cue real-time marketing. Real-time marketing is when a brand creates original content to go along with a popularized event. The first brand to actually achieve any real success with RTM was Oreo and they did so during the Superbowl power outage. When the lights went out, the communication team at Oreo tweeted a picture with an Oreo cookie and text below it. The text read, “You can still dunk in the dark.” The tweet garnered over 15 thousand retweets during the event. Since then, companies have tried their hand at coming up with similar content during popular events to match Oreo’s success but their efforts come across as blatant copies with minimal attention. Here are some ways to not fall flat on your face when trying your hand at real-time marketing:
Plan out what you will choose to cover and how you can make it relevant to your brand. Constantly regurgitating what everyone is seeing is not going to attract positive attention.
Just because Oreo saw extreme success with an image and text formula, it doesn’t mean that is a guideline. Be creative. Use videos, vine, or vlogs. So many tools are at our disposal. Don’t limit yourself.
Real-time your own event
Don’t stick to events like the Oscars or the Grammys. Live Tweet an event your brand is holding, even if it is not so important. Live Tweets can range from a seminar to your company moving to a new building!
Find other brands willing to be a part of your story and figure out ways to incorporate them to help each other deliver a concise message.