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Marketing for Moments
It is important to stay on top of your game and up to date when using social media, in such a connected world, people have live, straight from the source news while its happening just by checking twitter. They are no longer waiting around for it to be reported by the media, and popular news events are something that can be taken advantage of for marketing (Real time marketing).
Predictable Moments:
There are dates in our calendar every year which we can plan for as marketers, events such as Christmas, New Years, Large sporting events such as the olympics, world cup, and other high profile sporting events. An example of this was Campbells Soup, they ran a Thanksgiving Campaign on Pinterest to promote their Green Bean Casserole, donating $1 every time someone pinned a picture of their casserole, receiving over 10,000 pins and gaining them over 3,000 followers on pinterest.
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Unpredictable Moments:
These are pretty self explanatory, moments none of us could have planned for, like when Kanye West decided to interrupt and diss Taylor Swift at the VMA’s or even when Tommy asks for a fizzy orange on Love Hate. A great example of a business who took advantage of an unpredictable moment would be; Oreos Tweet during the power outage at the 2013 Superbowl.
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The power went out in the stadium, and within minutes, Oreo had tweeted the picture above, reviving a total of almost 16,000 retweets and over 6,000 favourites. Another thing worth noting here, is that many big companies tried this same tactic, but not all were as successful.
Hyundai USA Tweeted “While you're waiting for the power to come back on, check out our Team inspired ad” with a link to their Superbowl video advertisement, and only received 5 retweets and 2 favourites. Proving that your audience don’t want to hear a constant sales pitch, but they are more than happy to interact with your brand so long as your content is relevant and enjoyable. Although this sounds simple, it is rarely practiced, and executed well. Next time you are thinking about content, take a second to plan for what you know is over the horizon, and have it ready to execute when that moment comes.
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