Reactvertising-Now or never!
Real-time advertising or Reactvertising is the strongest tool to influence today’s environment! It’s a real-time world now, and if you’re not engaged, then you’re on your way to a marketplace of irrelevance. Real-time means bringing the news, and opportunities in minutes, not days. It means to let out the idea in the right time, then suddenly and unpredictably go viral to a global level.
Speed is everything in the new age of advertising. While some agencies respond on some happenings in hours, or even minutes, there is one agency that can respond in seconds and let the power of the Internet take its place. The speed of it is like a waterfall, it has been dramatically accelerated through digital channels and amplified requiring marketing to change in order to catch up to this new reality.
The days are gone when you could plan out your marketing and public relations programs in advance and release them on your timetable.
Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. By learning big data, real-time marketing should be right over the horizon. The mass of opportunities and threats from the digital world often arrive without warning. They can’t wait for a discussion at the monthly planning meetings, the key is to be on response as quickly as possible.
Oreo managed to turn the Super Bowl blackout into an opportunity to market their famous cookies by tweeting an ad saying „you can still dunk in the dark.“ Because it’s a Super Bowl and there is over 23 Million Twitter comments through out the whole game, you want to be a part of that conversation.
A quick response from Oreo’s social media turned a timely tweet about the power outage into the brand’s most successful social media message yet.
Sarah Hofstetter, president of 360i agency explained the whole situation to the Wall Street Journal:
The lights go out, and then you were there, tell us the scene and what you did to help Oreo really seize the moment.
Well, Oreo was already an advertiser in the Super Bowl, so our team was gathered at the office, waiting and listening to the conversation what was happening to capitalise and optimise the campaign in real-time. When the lights went out, everybody was together and ready to get moving and the first thing was: Hey! This is an opportunity, the entire World is watching and there is nothing on!“ So quickly everyone pulled together a design, a caption, the folks from Oreo were in the room and we got something out in just a few minutes.
The post itself went out ten minutes after the blackout hit. After five minutes we had the design, the caption, and everything ready to go, but we also wanted to make sure that everyone was safe. We still didn’t know for sure that it was just the power outage, so once we got the „go ahead“ that everybody was safe and that it was simply a technical failure that’s when we posted it. So, it was ten minutes after the blackout had happened that it was published on social networks.
Sara, I understand this was the most Retweeted Oreo Tweet ever.
Oh, I don’t know about ever, but certainly for the brand Oreo it was a very exciting and the best performing Tweet that the brand has until today.
Is this the way the advertising is going to be going forward? You see an opening and you have to move very quickly?
That’s a great question. I think it’s more about being relevant at the right time and the Oreo brand has always been exceptionally brave about „testing new waters“, it’s really been fantastic to see the brand being relevant in cultural communications for years now and because they built a following over the years we gave the fans what they were looking for and they responded in a fantastic way. So you’ve got to build before you can jump into a conversation like that.
Real-time advertising or Reactvertising doesn’t have to be only responding on time on social networks. Customer data from multiple sources (big data) gives companies a more complete view of their customers so they are able to track customer behaviour and learn as much about their customers as possible. With that strategy marketers can deliver the best action and the best offer recommendations that are based on data at the right time on the right platforms.
Real-time marketing enables marketers to adapt their messages to a specific context, and the benefits go way beyond just improving brand perception. In fact, there are very real, measurable and positive impacts on revenue and other key metrics.
In conclusion, customers around the world are using the latest technology to stay up to date with the latest news, entertainment, ect. By collecting data we are responding. That presents a wider opportunity to be more personal and relevant and to engage customers with highly targeted, relevant and timely messages that convert them.
