Real-time marketing is a spontaneous and intelligent reaction to current events or phenomena, but also the creation of coherent and dynamic content. Such activities help maintain good communication with the audience, who interacts with the brand – commenting and sharing its posts, thereby increasing their reach.In the age of the Internet, and especially social media, the greatest interest is shown in companies that demonstrate alertness and quick reaction, because their actions remain in the consumers’ memory. To better understand how this mechanism works, it’s worth supporting the above theory with concrete examples. Currently, Oreo and Samsung are considered masters of Real Time Marketing. Equally popular are campaigns organized by LG and Martini.OreoThe Super Bowl, the final championship game of the American football league, is treated by Americans as an informal national holiday. Almost everyone follows the sporting event on that day. In 2013, about 108 million people watched it on television screens. Many commented on the game in real time on social media, mainly on Twitter (over 24 million tweets were recorded).
When an unexpected power outage occurred and the stadium went dark, Oreo reacted immediately. Within minutes, the brand prepared a tweet with an attached graphic saying: “You can still dunk in the dark.” This post was retweeted tens of thousands of times and made the brand especially prominent.SamsungIn 2014, as every year, the Oscar ceremony took place. One of its sponsors was Samsung, and the host was Ellen DeGeneres, an American screenwriter, actress, and host of a popular show in the USA. During the evening, she initiated a selfie featuring the biggest Hollywood stars: Bradley Cooper, Meryl Streep, Julia Roberts, Angelina Jolie, Brad Pitt, Kevin Spacey, Jennifer Lawrence, Channing Tatum, and Lupita Nyong’o.
For Samsung, this photo was a marketing hit. It quickly gained popularity on Twitter, with users sharing it over 3 million times.MartiniA very interesting Real Time Marketing campaign was carried out by Martini in Belgium. A few days before Christmas, the producer created a website Will the king say “party”? – the task for internet users was to guess at what moment (minute, second, millisecond) the king would say the word “party.” The prize for the most accurate time was a year’s supply of Martini.
There was a concern that the campaign would fail because the king was not involved in the event. However, it succeeded – exactly at 8 minutes 19 seconds and 44 milliseconds he said: “…and these Christmas and New Year Parties.” The event was very popular and engaged over 22,000 people.LGIn Poland, dynamic and interesting reactions to events can also be observed. An example of this is the campaign organized by LG, which turned out to be a branding success for the company. When 10-year-old Emilka from Poznań lost her LG phone, hundreds of people got involved in the search until the information reached the manufacturer. They sent the girl a new phone model and, at a low cost, improved the brand’s image among Polish consumers.
A timely reaction from companies can ensure them great popularity and help them stand out from the competition. According to research conducted by the Direct Marketing Association, over ¾ of marketers believe that real-time marketing has a very significant impact on the company’s entire promotion. Intelligent and context-appropriate online campaigns can bring many benefits, and the brand has a chance to become permanently present in the consumer’s awareness.
Article author: Ola
Photo credit: Oreo
