Shortly after the Superdome lights went dark during Super Bowl XLX in February, Oreo tweeted a qipppy photo, which immediately launched a “real-time marketing” fervor.
Since then, people have mentioned Oreo and real-time marketing nearly 2 million times onTwitter, and countless articles and panel sessions have examined how marketers can replicate the “Oreo moment.”
SEE ALSO: 9 Brands That Thought Fast During the Super Bowl
But the truth is, real-time marketing success starts with a brand's day-to-day activity, not a single well-timed moment. Don't swing for the fences your very first time out. Implement small, real-time marketing initiatives on a regular basis; patiently teach your audience they can expect timely, relevant communications from your brand. Then, when a really big opportunity arises, your team is poised and ready to make the most of it.
"You need to cultivate the principle of little bets, a concept coined by Peter Sims," explains author Jon Burkart to Fast Company. "In other words, the willingness to foster lots of small, experimental creativity to put things out there and see what sticks."
You must also understand the tone and nuances of the conversations taking place in the spaces where you are socially active. Your interactions need to be creative, highly contextual and timely, on topic and pitch-perfect. And people need to know you, or they might not listen.
Finally, don’t get caught in the trap of thinking real-time marketing is just about newsjacking. In fact, it's more about “trend” jacking: inserting your brand in relevant, timely conversations on an ongoing basis.
Have the dog days of summer resulted in a creative roadblock when it comes to your social media content? They say good things come in three’s, so who better to seek creative inspiration from than Oreo.
Long after generating worldwide kudos for the Daily Twist campaign and famed real-time marketing “dunk in the dark” sensations, Oreo continues to offer up engaging moments of wonder on their social media channels.
Kacey Musgraves recently partnered with OREO cookies for their ‘Wonderfilled’ campaign. The hot Country newcomer lends her vocals to OREO’s newest spot entitled “Daydream.” “Wonder if I gave an Oreo/To this cute guy that I used to know,” she sings.
“I picked up a copy of Family Circle magazine almost 2 years ago because of the picture on the cover. It was of a cake that I knew Jesse would love. I tucked it away, planning on making it for his next birthday.”
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