When a brand is agile and grasps social media – magic can happen.
The perfect example of this was Oreo seizing the opportunity to brand the blackout and distribute a targeted, timely and relevant message.
Within a few minutes of the blackout Oreo released a message via twitter: “You can still dunk in the dark”.
Since then, the message has been retweeted more than 14,000 times and has also been shared on Facebook. This message has also been amplified by the PR they have received for being so quick to the mark.
Oreo mentioned their ability to respond so quickly was because "We had a mission control set up at our office with the brand and 360i (their agency), and when the blackout happened, the team looked at it as an opportunity. "Because the brand team was there, it was easy to get approvals and get it up in minutes." explained agency president Sarah Hofstetter
With ads on television during the Superbowl almost having their own viewership and costing millions, having a brand respond in real-time using social media is a smart way of utilising the ‘second screen’ phenomenon, where people use a computer, smartphone or tablet device while watching television to create a parallel ‘social experience’ online
This example highlights the importance of social media as a channel for relevant and timely messages from brands as well as brands being willing to act quickly.
With this in mind it is important for businesses to ask themselves - Is your brand embracing social media and do you have committed employees who have the authority to respond in real-time?
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