Real-time Marketing: Engaging Consumers in the
Moment
Study guide, definitions & notes
A funny thing happened during Super Bowl XLVII in New Orleans.
Early in the third quarter, the lights in the Mercedes-Benz Superdome
suddenly went out. As 71,000 attendees and 106 million viewers
rest Lessly bided their time and scratched their heads, engineers
worked feverishly for a full 34 minutes to repair the power outage and
bring the lights back on. But whereas the blackout was a disaster for
Superdome management and CBS Sports and an annoyance for players
and fans, at least one marketer saw it as an opportunity. Shortly after the
blackout began, Nabisco’s Oreo brand tweeted out a simple message:
“Power out? No problem. You can still dunk in the dark.”
This popular single tweet, which is also expected to be backed up in
minutes, has received more attention for Oreo than the brand's
extravagant announcement in the first quarter. In 60 minutes, the "dunk
in unknown" message was tweeted almost several times and received
more than 20,000 likes on Facebook, and came with several good
openings. In the following days, Oreo received a lot of media coverage
and was named "The Brand That Won the Blackout Bowl". That was
nice results for weird joke maker treats.
Oreo’s successful Super Bowl one-liner triggered a surge in real-time
marketing. Brands of all kinds have since tried to create their own
“Oreo moments” by aligning marketing content with real-world events
and trending topics through timely tweets, videos, blog entries, and
social media posts.
Today, many real-time marketing efforts center on major media events,
such as the Super Bowl, the Grammys, and the Academy Awards. These
events let marketers engage huge, ready-made audiences. For example,
when its blockbuster feature The LEGO Movie failed to win a
Moment
Study guide, definitions & notes
A funny thing happened during Super Bowl XLVII in New Orleans.
Early in the third quarter, the lights in the Mercedes-Benz Superdome
suddenly went out. As 71,000 attendees and 106 million viewers
rest Lessly bided their time and scratched their heads, engineers
worked feverishly for a full 34 minutes to repair the power outage and
bring the lights back on. But whereas the blackout was a disaster for
Superdome management and CBS Sports and an annoyance for players
and fans, at least one marketer saw it as an opportunity. Shortly after the
blackout began, Nabisco’s Oreo brand tweeted out a simple message:
“Power out? No problem. You can still dunk in the dark.”
This popular single tweet, which is also expected to be backed up in
minutes, has received more attention for Oreo than the brand's
extravagant announcement in the first quarter. In 60 minutes, the "dunk
in unknown" message was tweeted almost several times and received
more than 20,000 likes on Facebook, and came with several good
openings. In the following days, Oreo received a lot of media coverage
and was named "The Brand That Won the Blackout Bowl". That was
nice results for weird joke maker treats.
Oreo’s successful Super Bowl one-liner triggered a surge in real-time
marketing. Brands of all kinds have since tried to create their own
“Oreo moments” by aligning marketing content with real-world events
and trending topics through timely tweets, videos, blog entries, and
social media posts.
Today, many real-time marketing efforts center on major media events,
such as the Super Bowl, the Grammys, and the Academy Awards. These
events let marketers engage huge, ready-made audiences. For example,
when its blockbuster feature The LEGO Movie failed to win a
