Ellen DeGeneres’s selfie on the night of the 2014 Oscars left us with a certainty: there’s no going back. Real-time has arrived, and it’s here to stay. At the hour to launch our campaigns, which we call Moment Marketing, brands have a universe full of possibilities ahead of them.
Your company doesn’t know how to take advantage of Moment Marketing? Below are some examples of brands that have mastered benefiting from real-time to reach consumers at the precise moment when the message is the best time to be received:
The chocolate bar’s slogan, “Have a break… take a KitKat,” was the first bold understanding of the concept of Moment Marketing. Since 1938, they launched their first campaign. Their product is associated with a consumer moment.
In 2012, a sarcastic tweet directed towards Smart Car that mocked their size and ability to survive bird poop went around Twitter. Smart Car responded with an graphic that skillfully put an end to the conversation.
During the summer of 2012, the deodorant brand Axe (Lynx in the UK) published a photo they took of Prince Harry with a woman in a loving environment.
Heineken took advantage of the Pope Francis election on March 14, 2013 to promote an ad that said “Habemus Heineken.” It also had an image of a newly opened bottle of beer with white smoke coming out of it.
The German car rental agency also didn’t let the hype of naming the new Pope escape them. They published a car image of the rear view with the exhaust pipe emitting white smoke similar to what’s seen at the Vatican when a new Pope is announced. “Habemus Sixt!” was attached to the photo.
The power outage from Super Bowl XLVII in 2013 left us with multiple memorable moments exemplifying Moment Marketing. During the football championship game at the Superdome in New Orleans, the stadium was completely dark. In that moment, some brands had millions of eyes on them. They were quick to take advantage of the momentum. Many of us remember Oreo’s tweet during that same moment when the game was interrupted: “Power out? No problem. You can still dunk in the dark.” The tweet recorded more than 16 thousand retweets.
That same blackout Super Bowl, the battery brand Duracell bragged about their product’s benefits: “Looks like they used some Duracell batteries! You’re welcome. Enjoy the game. #TrustYourPower.”
Calvin Klein not only took advantage of the blackout for their real-time marketing, they also utilized the video recording app VINE which back then had launched a few day prior to game day: “Since the lights are still out… #SB47”
— Calvin Klein (@CalvinKlein) February 4, 2013
Other companies used that event to gain an advantage over their competitors. In the case with Audi, they bashed Mercedes-Benz on the Internet: “Sending some LEDs to the @MBUSA Superdome right now.. The name of the stadium is Mercedes-Benz Superdome.
The detergent brand Tide also joined the #blackout conversation on Twitter with the following tweet: “We can’t get you #blackout, but we can get your stain out. #SuperBowl #TidePower”
Tide didn’t let the famous dress dilemma between the black and blue or gold and white dress go to waste, same with other brands such as LEGO and Dunkin Donuts.
During the 2014 World Cup, Snickers reacted when Luis Suarez bit the shoulder of Chiellini, the Italian soccer player, with a tweet that went completely viral: “Hey @luis16suarez. Next time you’re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS
The 2014 Oscars included 7 awards for Gravity. NASA throughout the night used #Oscars2014 and their own hashtag #RealGravity to communicate on their social media accounts.
When singer Pharell Williams appeared in the 2014 Grammys wearing a hat similar to Arby’s logo, the restaurant chain didn’t waste any time to reaction. They posted this tweet: “Hey @Pharell, can we have our hat back? #GRAMMYs.” 81,000 retweets were recorded. Months after Pharell Williams auctioned off that hat on eBay to fundraise for children at risk, Arby’s bought it for $41,000.
For the 2015 Miss Universe contest, Steve Harvey committed the error of announcing the wrong contestant to be crown. It wasn’t Miss Venezuela, it was actually Miss Philippines that won Miss Universe. When the announcement didn’t go as planned, #MissUniverse2015 was trending on social media. Burger King took advantage of that opportunity and tweeted the following: “At BK everyone gets to keep their crown.”
One of the most recent cases that has demonstrates marketing with the usage of real-time, known as the most effective form of marketing, was the story of Candace Payne. She’s a Texan that uploaded a video from her car as she tried out her new Chewbacca mask. For some information about this viral video: http://www.ad-pure.com/marketing-resources/video-marketing-como-integrar-el-social-live-streaming-en-tu-estrategia-digital/
The retail chain where Payne purchased the mask, Kohl’s, have been the source so others can join the trend she created with the video. After the success of the story, Kohl’s reacted by giving Chewbacca masks and Star Wars products to Candace Payne and her family. Not only that, they also gifted her with a $2,500 gift card and 10,000 loyalty points. The company took the marketing actions from the video and uploaded them to their social media accounts. More than 30 million views have been recorded. That became Kohl’s largest number of viewing for an audiovisual in the history of the brand.
MediaMarkt has taken advantage of the 2016 Eurocup, a soccer showcase where companies can use that theme for their advertising purposes.
The Norwegian air line company called Norwegian has played with the recent divorce of Angelina Jolie and Brad Pitt, by hilariously inviting their clients to travel to Los Angeles, with their current offer.
Do you know any more Moment Marketing examples? Share them with us!